Let's get down to business: Peter Baldwin

PETER Baldwin is the founder and managing director of Tranquillity Pet Cremation, which offers compassionate, personalised and professional pet cremation services. He has lived in Henley for 25 years and lives with his wife Charlotte and their young daughter. His interests include travel, photography and water sports.

When did you start your business?

February 2023.

What was your objective?

I wanted to create a space where people could feel supported during one of the hardest times in their lives — when they lose a beloved pet.

Who or what influenced you?

Being surrounded by family and friends who run their own businesses encouraged and inspired me.

Do you have a mentor or role model?

I have two invaluable mentors. It’s special being able to bounce ideas off people with experience, who can offer perspective and wisdom.

What would you do differently if you could start again?

Honestly, not much. I spent a lot of time planning and researching before jumping in. I’m proud of those foundations.

How is your business doing?

Incredibly well. We’ve seen consistent growth and we’re working with more and more vets. In a business like this, word of mouth and reputation mean everything.

How do you market your business?

Online, collaborations with vets and social media.

What’s the best thing about running your own
business?

Having the flexibility to make decisions quickly and implement ideas without delay.

What’s the most challenging aspect?

We have to be prepared to work when people need us most, which means late nights, weekends and holidays. It’s a demanding job but knowing we’re helping families through tough times makes it worth it.

Where is your business headed?

We’re expanding steadily. My vision is for Tranquillity to be the first call for people when they’re faced with the heart-wrenching decision about saying goodbye to their pet.

How important are online sales?

Our service is very personal and a face-to-face business. While our online presence helps us connect with people, it’s about building trust and offering support in person.

Do you have a five-year plan?

I’m focused on long-term growth and development but we’re adaptable and open to new opportunities that may arise.

What’s the most valuable thing you've learned?

To never underestimate the importance of pets in people’s lives.

What would you advise someone starting a business?

Go for it but plan, plan, plan. Get advice and find a mentor who can guide you. Don’t be afraid to fail — it’s all part of the journey.

What’s the biggest mistake you’ve made?

Not listening to my family enough. Sometimes you’re so focused on the business that you forget to lean on the people who have your best interests at heart. Mistakes will happen but they’re lessons that help you grow.

How organised are you?

Very. It’s absolutely essential that everything runs smoothly. Our clients are trusting us with something incredibly important to them and we can’t let them down.

What three qualities are most important to success?

Vision, persistence and the ability to take advice. You need a clear direction but also to be flexible and to learn from others.

What’s the secret of your success?

I have a very clear vision and I’m persistent.

How do you maintain a work-life balance?

I have an incredibly supportive family and we make time for each other.

How do you dress for work each day?

Smart but not too formal. It’s important to make people feel comfortable when discussing something as emotional as the loss of a pet.

What can’t you be without every day?

Family and friends. Without them, I wouldn’t be able to handle the ups and downs of business or life.

Lunch at your desk or going out?

I prefer to take breaks away from my desk but I’m always happy to have lunch with the team. Taking a proper break is important.

Do you continue to study?

I’m always learning. I learn from our clients every day and I try to keep up with industry developments.

What do you read?

I enjoy a good spy thriller. It’s a great way to unwind and escape for a bit.

What are your hopes for this year?

I’d love the world to be a little less chaotic. Business-wise, I’m looking forward to continuing our growth and helping more families. Personally, to focus on what really matters — family and connections.

How are you planning for retirement?

That’s is a long way off. There’s still so much I want to accomplish.

Interview by Will Hamilton, intermediary

and global marketing consultant, Hamilton Associates