Q1: Can you tell us a bit about the client and the challenge they were facing?
A1: BJ Upholstery is a family-owned business in Darlington, North-East England. Barry is a master upholsterer, and his wife Jo manages customer liaison and materials. They were very well-known locally with a loyal repeat customer base, but they weren’t attracting clients from outside their immediate area. Their pricing was based on simple repairs, rather than emphasizing restoration, enhancement, and high-end design. The challenge was to reposition the business to attract customers willing to pay for premium-quality restoration.
Q2: How did you approach the problem?
A2: I started by interviewing Barry and Jo extensively to understand their business, customers, and unique strengths. It became clear that we needed to reframe their offerings around high-end restoration and upholstery. Then we structured a marketing campaign across all platforms — website, social media profiles, and online content — highlighting BJ Upholstery as specialists in luxury, quality-focused reupholstery.
Q3: What were the key changes made?
A3: We adjusted every piece of promotional text to communicate the value and craftsmanship of their services. We positioned the business to appeal to clients who appreciate quality — people who own high-end furniture, including brands like Wesley & Barber, Chester, Pocono, and George Smith. All social and website activity reinforced this high-end positioning.
Q4: What were the results?
A4: The results have been phenomenal. Over five years of ongoing work, BJ Upholstery has seen at least a quadruple increase in turnover. One telling example: a representative from their major fabric supplier visited shortly after we started working together and noted that BJ Upholstery had ordered more fabric in one quarter than they had in the previous 30 years combined!
Q5: What does this project demonstrate about Zedcomms’ approach?
A5: It shows how our structured approach — accurate positioning, clear messaging, and consistent promotion across social and web platforms — can transform a business’s visibility and profitability. Following our seven-step process, we help businesses attract the right clients, communicate their value, and see measurable results every day.
