GREATER Good Wood was set up by Joe Myles six months ago and makes cufflinks, candle holders, furniture and bookends out of reclaimed wood. He previously worked in risk assurance in London and uses the profits from his woodwork to provide his services to small businesses and charities on a voluntary basis.
Name: Joe Myles
Age: 41
Position: Founder/director
WHAT’S THE BUSINESS CALLED?
Greater Good Wood
WHERE IS IT BASED?
WHY DID YOU SET UP THE BUSINESS?
MY background is in risk and insurance for big multinationals. I fell out of interest with that stuff. When we moved back to Scotland from London two or three years ago I took the opportunity to live for myself. I did consultancy on insurance and risk but wasn’t enjoying it so I set up Greater Good Wood in April this year. I make things like cufflinks out of wood and use the profits to create pro bono work to help out small charities, enterprises and small businesses. You see big business with all the knowledge and power particularly in investment and risk.
I consult with charities for free and help them not get shut down. I have worked with Love Learning Scotland, Heavy Sound which works with young care leavers and I’m in the process of joining the board of a charity called Beechbrae which is all about sustainability.
We were in a fortunate position when we moved back here from London. I looked at my wife doing a job she loves and I wanted to do something I like as well. I was an enthusiastic amateur before. When we first started we thought this was unique but turns out a lot of people make stuff from reclaimed wood.
There’s a good scene. Christine Hunter who makes whisky frames has been invaluable and has given me pointers. That’s the attitude of people. I was working thought Facebook ads, Etsy and Instagram and was in the process of building a website when a woman asked if she could build me a one in exchange for centerpieces at her wedding.
I have always wanted my own business. I feel it is more common than you would think. For a long time I didn’t have any skills.
WHAT IS YOUR TARGET MARKET?
THE consultancy stuff is looking to benefit any social enterprise in Scotland who don’t have the finances to hire a risk assurance professional and on that score are running out of capacity. On the woodworking side we sell to everyone. We are selling in the UK, Australia, Belgium and other places in Europe. A guy got me to design cufflinks for his whole wedding party and an Australian got me to design a garden name holder. Ardnahoe Distillery in Islay wanted a whisky flight that took up less room so I enjoyed the challenge of making that.
HOW IS IT DIFFERENT FROM COMPETING BUSINESSES?
THERE are a lot of businesses out there doing this. If there was a Venn diagram there would be a lot of crossover. We need to be bringing out own thing to it. Our cufflinks are unusual – they are not just stags’ heads. The social enterprise aspect makes it different. There’s a commercial aspect. Companies can declare work as CSR [corporate social responsibility] on annual accounts.
Feedback has been positive so far, we are getting a lot of repeat custom. I am gearing up for Christmas at the moment. I have got space in the Scottish Design Exchange shop in Leith. They have a shop in Glasgow too. I’m hoping the next couple of months will be busy.
IS SCOTLAND A GOOD PLACE FOR THIS TYPE OF BUSINESS?
YES, 100%. Scotland is a world leader on social enterprise. Personally for me I couldn’t do this anywhere else as I get my whisky wood from here. Scotland is a global market, you can sell to anywhere in the world. Scotland is in my experience culturally more charitable, people are given a warm reception here.
WHAT DO YOU ENJOY MOST ABOUT RUNNING THE BUSINESS?
I LOVE seeing the response I get, being my own boss and working from the bottom of my garden. I love how I get to spend more time with my family. My daughter who is six drew some animals in that charming, child like way and I made them out of wood. I’m very lucky I get to do this, it isn’t that simple for other people.
WHERE DO YOU HOPE THE BUSINESS WILL BE IN 10 YEARS’ TIME?
YOU should have a long term strategic plan in place. In 10 years time I would want mild expansion. I would love to employ people to work on both wood and consulting. Charities struggle so there’s room for expansion to spread out a bit. I don’t want to lose the personal feel. Maybe in 10 years time I won’t be working out of my garden.
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