Their public sales quickly outgrew their wholesale business with queues outside the Earlsdon Street door on their first day of opening - something which has continued as they open on Fridays and Saturdays. Up to 300 loaves are sold each week alongside other items such as brownies and take-away coffees.
They also stock items from other small, independent businesses and the bakery – which has been branded based on Coventry’s baking history and named with family in mind – has become a key part of the local community.
The business has been supported by the Coventry and Warwickshire Chamber of Commerce through the Coventry Start-up Programme funded by Coventry City Council and Business Growth West Midlands UK Shared Prosperity Fund.
It saw the couple receive advice from the Chamber’s Mick Dalheley which led to grant-funding to fit out the shop, including ovens and other key equipment to get the business off the ground.
Daniel said: “We’ve had massive support from the community – from local people through to the local MP.
“To become fully operational we also needed financial support. We applied for grants, and thanks to Mick at the Chamber of Commerce and some crowdfunding of our own, we managed to raise enough to purchase essential equipment, including ovens, racks, mixers, fridges and even the shop’s signage.
“The support we received went beyond that as Mick helped us to navigate funding applications, providing guidance and reassurance throughout the process. It was great, as a small business, to have someone in our corner knowing who to speak to next.”
The name of the business is deeply personal to the couple. Lily is from Charlotte’s great grandmother and is also their six-year-old daughter’s middle name. Fox was the name of Daniel’s uncle who passed away five years ago and is also the middle name of the couple’s three-year-old son.
The brand is also steeped in history and based on Coventry’s rich heritage as a baking city with the design taken from a 1900s bread cart that Daniel spotted in Coventry Transport Museum.
Not only has the business brought success to the couple – and a property that had lain empty for 20 years – it has brought them much-needed work-life balance. They have also created two full-time jobs.
Charlotte said: “One of the reasons for launching the business was to be able to have more time with our children. The film industry wasn’t particularly family friendly. We decided to do something for ourselves and always had an idea that we might launch a bakery.
“We are thrilled with how popular it has been and we know that we could do more but we are limiting ourselves to opening two days a week for now to maintain the balance we need.”
Mick said: “I am absolutely delighted that we have been able to help such a great business that is going back to the traditions of being a real community asset for Earlsdon.
“There’s also a positive knock-on effect for the local economy with local suppliers and local makers also being supported by Lily & Fox, which highlights why business support of this kind is so important.”
Kierandeep Bal, of Coventry City Council, added: “I am pleased to have played my part in supporting Charlotte and Daniel launch their business with the support of the grant. It is great to see how popular the business has become amongst the local community, and I have no doubt they will outgrow the shop quite quickly as the demand is there. I wish them every success for the future.”
For more information on business support from the Chamber, go to https://www.cw-chamber.co.uk/business-support/