Family baker who believes in traditional method

LEAH Waring is the managing director of Warings craft bakers. Warings opened in Henley on the corner of Greys Road and Reading Road in July. Leah, 40, has a long-term partner, Ross, and two children aged seven and 11.

Describe your business

Warings is a small award-winning family business which was started in 1932 by Lawrence Webster Waring. We operate with six shops across Reading and our newest location in Henley. Beyond our physical shops, we sell online with UK-wide delivery, serving businesses through our wholesale offering and also deliver locally to households across Reading.

How many people does it employ?

We employ 60 people locally.

When did you join the business?

I joined Warings in 2009 and worked in the bakery as a confectioner for several years. In 2025, when my auntie Janet retired after running the business for 55 years, I took over leadership of the company that my great-grandfather founded.

What was your objective?

My focus is on championing craft baking, supporting local and independent retailing and providing a warm, welcoming presence in the community. I’m committed to employing people locally and keeping traditional baking alive while ensuring our bakeries remain friendly, familiar places in the community.

Who influenced you most?

My auntie Janet and our production manager Kim have been invaluable mentors. My father is my ultimate role model. His work ethic and multi-skilled approach have shaped how I’m willing to try everything and tackle challenges; nothing is beyond possible if you give it a try.

Do you have a mentor?

I have mentors within our business and externally. Janet and Kim have been instrumental in guiding me and I have also worked with an external mentor for a broader business perspective and sounding board.

What’s changed since last year?

We’ve achieved significant growth in our wholesale business, successfully run pop-up locations and diversified by expanding our online presence to service nationwide deliveries. We’re really proud of this progress.

How do you monitor performance?

We review our performance daily, weekly, monthly and annually. Sales fluctuations can have an immediate impact on our cash flow, so regular monitoring at all levels is essential.

How do you market your business?

We take a multi-channel approach using radio giveaways and local partnerships, word of mouth and social media engagement, personal relationship building — picking up the phone and visiting people face-to-face, email marketing, meta advertising, search engine optimisation for our website, participation in local events and voucher giveaways for local fundraising initiatives.

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

Keeping Warings as part of the community and appreciating the role it plays in people’s lives. We’re more than just a bakery. We bring joy and spark precious memories. Many of our staff have been with us for years, which makes a huge difference to our culture and service.

What’s the most challenging aspect?

The current retail climate and recent government policy changes have made it difficult for businesses to navigate rising costs and operational challenges.

Where is your business headed?

Next year will be focused on business transformation, implementing time-saving efficiencies, better processes and improved systems to run in a more cost-effective way.

How important are online sales?

Incredibly important. Online sales support our shop sales and overall operating costs while helping us reach new audiences.

Are you using generative AI?

We use AI daily for question-and-answer tasks, website and marketing copy and research, although not yet in core business operations.

Do you have a five-year plan?

We’re building on the work we’ve started this year and developing a clearer roadmap for the business, with a focus on sustainable growth and adaptation.

How do you maintain work-life balance?

I’ve learnt to manage the volume of work required to run Warings by taking regular breaks and prioritising time with my children during school holidays so I can truly switch off. I’ve also built a strong team around me of people I trust to help achieve our vision for Warings.

Do you set annual goals?

Yes, with an overarching ambition to continue growing sustainably and adapting along the way.

What advice would you offer aspiring business owners?

Get to know and understand your audience deeply. Where they spend their time, what’s important to them, their pain points and how your business will solve them. This is more important than you think. Show up where your audience is.

What’s the biggest mistake you’ve made?

Not asking enough questions early on, sometimes making quick decisions without digging a little deeper can backfire.

How organised are you?

I'm getting better, although I know I have a way to go.

What are you looking forward to in 2026?

On a personal level, moving back into our home, which we’ve been renovating. Professionally, I’m excited about shaping and developing the team to help us adapt and transform the business into one that can weather future challenges.

How are you planning for retirement?

My own retirement is a long way off but we have some key retirements coming in the business next year.

What’s the secret of your success?

My team and the people I surround myself with daily.

What three qualities are most important for running a profitable business?

Agility — challenging how we work and do business to avoid getting stuck. Bravery — making bold decisions, trying new things and learning when something doesn’t work. Adaptability — being willing to try something new and pivot when necessary.

What can’t you do without every day?

Warings sourdough, our crusty rolls, my phone and my family (plus my extended work family).

Lunch at your desk or going out?

At my desk or on the go with something from one of our bakeries.

Do you continue to study?

My relationship with other bakeries through the Bakers and Confectioners Association (B&CA) serves me incredibly well for ongoing learning and development.

What do you read?

Matt Haig and light-hearted, easy-to-read novels.

What change would you most like to see in 2026?

Reaching more people and spreading the word about Warings.

Interview by Will Hamilton,
intermediary and global

marketing consultant, Hamilton Associates