Wednesday Waffle Episode 53 | Cheltenham Festival, Business Growth & British-Made Countrywear

Wednesday Waffle Episode 53: Cheltenham Festival, Business Growth, British-Made Countrywear and Learning from the Best

There are some weeks in business that remind you just how far you’ve come.

Wednesday Waffle Episode 53, filmed on 18 March 2026, was exactly that. From spending time at Cheltenham Festival with Ruth, to creating content for the Churchill Smock, refining the Lockwood Smocks website, travelling to Cornwall, and learning from other business owners and mentors, this week was a strong reminder of what building a British brand really looks like behind the scenes.

Cheltenham Festival and Seeing the Growth of Lockwood Smocks

At the start of the week, Ruth and I went away together for our first time at Cheltenham Festival, and it ended up being one of those moments that gives you real perspective.

What stood out most was seeing the difference between this year and last year. The previous time, I was only recognised twice. This year, both Ruth and I were being noticed regularly across the two days. That might sound like a small thing to some, but when you are building a brand from the ground up, those moments matter.

They show that the hard work is starting to land.

For me, Cheltenham was not just about racing. It was a chance to see the growing awareness around Lockwood Premium British Smocks, to meet people face to face, and to feel the momentum of a business that is steadily earning attention in the British countrywear, equestrian, and outdoor clothing space.

Straight Back to Work After Cheltenham

One of the realities of running your own business is that the work does not pause just because you have been away for a couple of days.

On Friday, it was an early start and straight back to the unit to get re-sorted and pack the orders that had come in while we were away at the festival. That is the part people do not always see. The events are brilliant, the recognition is encouraging, but the job still has to be done when you get back.

Packing orders, sorting stock, keeping customers looked after, and making sure everything moves quickly is all part of building a brand properly. There is no glamour in that side of it, but it is one of the biggest parts of what keeps a business moving forward.

A Low Day and the Importance of Recovery

Saturday was much quieter.

After the energy of Cheltenham and then getting straight back into work, it was a lower day and a chance to recover. That is real life as well. Not every day is high output, and not every day needs to be.

When you are running hard all week, there has to be some space to reset. Recovery matters, especially when you are building something long term. Sometimes the smartest thing you can do is pause, regroup, and be ready to go again.

Turning a Cancelled Point-to-Point Into a Productive Day

Sunday was supposed to be spent at a point-to-point, but despite trying to make contact in the days leading up to it, we heard nothing back. We arrived only to find out the event had been cancelled.

That could easily have turned into a wasted day. Instead, we made the decision to use the time properly.

We headed into the woods in Surrey and shot content for the Churchill Smock, making the most of the setting and the time we suddenly had available. From there, we got back to Windsor and used the rest of the day to capture imagery for the Knightsbridge Quarter Zip and the Sherpa Gilets.

That is one of the biggest lessons in business: plans go wrong, events fall through, people fail to communicate, and things do not always happen as expected. What matters is how quickly you pivot.

Instead of writing the day off, we turned it into a strong content and admin day that still moved the brand forward.

Improving the Website and Strengthening the Brand

As well as shooting imagery, Sunday also became a good opportunity to spend time on the website.

I used the day to revamp product descriptions, improve the presentation of the range, and make sure the site was doing a better job of communicating what Lockwood Smocks stands for. That matters more than people think.

A strong product is essential, but how you communicate it matters too. Clearer descriptions, better imagery, and stronger storytelling all help customers understand what they are buying and why it is worth it.

For a brand built around British-made smocks, premium country clothing, and genuine manufacturing values, the website has to reflect that standard.

Driving to Cornwall and Stopping in Salisbury to Learn

On Tuesday, I drove down to Cornwall, but on the way I stopped off in Salisbury to see Charlie, who I had originally met after appearing on a podcast.

One thing I have become a big believer in is asking people for help.

That does not mean asking for handouts. It means being willing to learn, being willing to look at how other people operate, and being humble enough to understand that someone else might be doing something better than you. If you can pick up one or two small improvements from every conversation, those gains compound over time.

That is how I think about business now. I am always looking for those little 1% improvements. Not because they look impressive on paper, but because enough of them added together can completely change the direction of a company.

Why Asking for Help Matters in Business

This week reinforced something I have been thinking about a lot lately: growth often comes from simply being willing to ask.

Ask to visit.

Ask to observe.

Ask questions.

Ask how someone else does something.

Ask where you could improve.

Too many people let ego get in the way. They want to look like they already know it all. But in reality, business growth often comes faster when you are honest enough to admit you are still learning.

The visit to Charlie was another reminder that if you want to build something special, you have to stay curious. You have to stay coachable. You have to stay open.

A Full Day With Heather Forster and Big Conversations About the Future

By Wednesday, I had a full-day session with my business coach, Heather Forster, which was a valuable chance to step back and look at the bigger picture.

When you are deep in the day-to-day of orders, content, logistics, emails, and product development, it is easy to get stuck in reactive mode. Having time set aside to think strategically is incredibly valuable.

I also had a meeting with a gentleman who I hope is going to help move the company forward in a serious way. Those conversations matter. They are part of the process of building something bigger than just a small independent label. They are part of trying to create a real British brand with lasting value.

Filming Wednesday Waffle Episode 53 in Newquay

The week finished with me heading to stay with my Uncle Tim and Auntie Leanne in Newquay, where this episode of Wednesday Waffle was filmed.

That setting gave me the chance to reflect on the week properly. Cheltenham, the growth of the brand, the realities of coming straight back to work, the setback of the cancelled point-to-point, the productivity of the content shoot, the importance of improving the website, the trip to Salisbury, the session with Heather, and the conversations about the future all came together in one episode.

What This Week Really Showed

More than anything, this week was about momentum.

It was about seeing real evidence that Lockwood Premium British Smocks is growing.

It was about adapting when plans change.

It was about using time wisely.

It was about investing in better content, stronger products, and clearer communication.

And it was about continuing to learn from the people around me.

That is what building a British brand looks like in real life. It is not polished every day. It is not always glamorous. Sometimes it is festivals, recognition, and exciting meetings. Other times it is packing orders, rewriting product descriptions, recovering after a full week, or changing plans at the last minute.

But all of it counts.

Watch Wednesday Waffle Episode 53

If you want to follow the real journey of building Lockwood Smocks, from British-made countrywear and smock design to trade shows, content shoots, business lessons, and behind-the-scenes realities, Wednesday Waffle Episode 53 gives a genuine look at what that process feels like week to week.

This episode covers:

• Cheltenham Festival
• Lockwood Smocks business growth
• Churchill Smock content creation
• Knightsbridge Quarter Zip and Sherpa Gilet imagery
• Website improvements and product description updates
• Learning from other business owners
• Working with business coach Heather Forster
• The reality of building a British-made clothing brand

At Lockwood Premium British Smocks, I am committed to creating products that stand for proper British design, proper British manufacturing, and a way of doing business built on honesty, resilience, and continual improvement.