On the latest episode of The Wrexham Business Spotlight, I spoke with Jade Garston, founder of Welsh Witch Craft Spirits, about her journey from teaching and running a mobile Prosecco bar to creating an award-winning spirits brand with deep roots in Welsh heritage and culture.
Her story is one of resilience, creativity, and resourcefulness and it offers some powerful lessons for anyone running or growing a business.
- Adaptability is Essential
Jade launched her first gin in December 2019 just months before the pandemic shut down events and markets, which were meant to be her main sales channels. Instead of stopping, she pivoted to selling online and building local support. That flexibility not only kept the business alive but helped it win an award in its first year.
Lesson: Plans rarely survive unchanged. Businesses that adapt quickly are the ones that thrive.
- Your Brand Story is a Superpower
Welsh Witch Craft Spirits stands out with its unique Wheel of the Year collection, inspired by the pagan calendar and seasonal ingredients. Whether it’s roasted apple rum for autumn or pumpkin-infused gin for Halloween, every product tells a story.
Lesson: A compelling brand story gives customers more than a product it gives them a reason to connect emotionally and keep coming back.
- Cashflow Can Make or Break You
Jade was candid about one of her biggest challenges: capital. Buying ingredients upfront while waiting on delayed payments from trade customers creates a constant cashflow squeeze. It’s something almost every new business faces.
Lesson: Understand your cashflow cycle early, and be cautious about overtrading. Growth without the funds to sustain it can be dangerous.
- Compete on Authenticity, Not Scale
The arrival of Ryan Reynolds’ Aviation Gin in Wrexham could have been daunting. Instead, Jade sees it as positive publicity for gin overall while staying focused on her USP: locally made, authentic Welsh spirits with a story.
Lesson: Small businesses can’t outspend big brands, but they can outshine them by being personal, authentic, and rooted in their community.
- Success Doesn’t Mean “Mass Market”
While many see supermarket listings as the ultimate goal, Jade recognises the trade-offs: low margins, high volumes, and loss of control. For her, success means being in the right independent retailers, exporting selectively, and building a loyal community of customers.
Lesson: Define success on your own terms not just by the world’s standard metrics.
- You Don’t Need All the Answers Before You Start
Jade describes her journey as “winging it” not in a careless way, but in the sense that business constantly throws up new challenges. From distilling processes to marketing and exporting, she’s learned as she goes.
Lesson: No one has it all figured out. The key is to keep learning, stay open to advice, and surround yourself with supportive people.
Final Thought
Jade’s journey shows that building a business isn’t about having limitless resources it’s about creativity, community, and courage. For anyone in Wrexham (and beyond) looking to start or scale a business, the big takeaway is this: stay true to your values, adapt when needed, and don’t be afraid to learn as you go.
You can listen to the full conversation with Jade on The Wrexham Business Spotlight for even more insights.
https://linktr.ee/wrexhambusinessspotlightpod?utm_source=qr_code