Let's Get Down To Business: John Swift

JOHN Swift, 45, has recently taken over as the proprietor  of Lawlor’s the Bakers, which has been baking bread in Henley since 1948. John is originally from Shropshire, where he ran a similar business, and  moved to Henley with his entire family.

Describe your business

Lawlor’s is a small craft bakery.

How many people does it employ?

We have about  11 staff working full and part-time.

What did you do before you started this business?

I have always been in baking.

When did you start your business?

The business started in 1947 but I bought it with a partner during the covid pandemic.   I started working at Lawlor’s two years ago  from Shropshire but moved to Henley on January 15 last year.

What was your objective?

One of the reasons I took the position at Lawlor’s was to save another small craft bakery. There are too many going to the wall.

Who or what influenced you?

My inspiration came from  my dad and grandad.

Do you have a mentor or role model?

Again, my dad and my grandad, but also John Foster, from Fosters bakery in Barnsley.

What would you do differently if were starting again?

Listen to my head and my heart. Sometimes you get led by other people but I’ve been in the industry long enough now to know what not to do.

How is your business doing compared with last year?

This year seems to have started a lot better than we had expected and we want to continue this trend.

Do you compare on a regular basis?

We all are constantly analysing everything from customer feedback to statistics from turnover.

How do you market your business?

The bakery is business-to-business so generally we just supply the right people but we  use social media.

What’s the best thing about running your business?

The fact that you can make a difference to people’s health and wellbeing.

What’s the most challenging aspect?

You can be a great baker and not make any money. It’s making sure that every aspect is working as well as each other.

Where is your business headed?

The bakery is big enough but the dream is to supply craft bread on a plant scale to the whole of Oxfordshire. Part of my dream is to take the Henley brand to London and shake it up.

Do you have a five-year plan?

Yes. We also have a five-minute-plan, one-year plan, two-year plan and  a 10-year plan.

How do you have a work-life balance?

It is a lot better than it used to be when I worked in Shropshire but it’s still  a challenge but I have an amazing wife and two little children.

Do you set any goals for the start of a new financial year?

We set goals at the beginning of the year, month and the week. We are very goals and target orientated.

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

It’s a people business.

What advice would you offer to someone starting a business?

Think twice about everything and if you have a passion for what you’re trying to sell that will shine through.

What’s the biggest mistake you’ve made?

Not listening to my wife and being slightly more ruthless when it comes to making decisions.

How organised are you?

I tend to be very organised in certain areas and a total mess in others.

What are you most looking forward to in 2025?

Running the bakery with less stress, increasing the size of our  customer base and  having some better quality family time.

What’s the secret of your success?

Success needs to come from the heart. You do need to actually want to do it,  whether it’s banking, making screws or being a baker.

What three qualities do you think are most important to  running a profitable business?

Vision, restraint, and perseverance.

How do you dress for work each day?

I’ve always been in bakery whites but as I am seeing customers I have to also dress smart.

What can’t you be without every day?

My family.

Lunch at your desk or going out?

At my steering wheel, as I’m always on the way to other customers.

Do you continue to study?

As a baker you never stop learning, studying and evolving. I love to meet other bakers and talk to them.

How are you planning for retirement?

Retirement is something that I haven’t thought about as my dad is nearly 80 and still working at least 70 hours a week. I think we would all like to retire somewhere nice and hot  and not have to worry.