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Bream comes true as Pauline keeps the fish shop open
Peter Dominiczak27 Feb 2009
A WOMAN with no experience of business or cooking trained as a fishmonger to save her local shop.
Pauline Ivaldi, 43, had been a customer of West Norwood Fishmongers since she was a child, and was disappointed to see the shop go out of business when it ran into financial difficulties last year.
So she decided to train at the Billingsgate Market Seafood Training School and buy the store, opening five days before Christmas. She said business had been excellent so far.
"We are losing far too many independent shops. It made me so sad I decided to take the plunge and buy a shop with my husband Piero. People really want to support local traders so we have a lot of loyal customers."
Mrs Ivaldi bought the shop knowing the financial crisis would make things difficult: "We opened as the credit crunch was starting to bite. I wondered if I had made a huge mistake. But in some ways we have benefited from the credit crunch. People seem to be eating at home instead of restaurants."
Mrs Ivaldi wakes up at 3.45am to get to the fish market every day and closes the shop at 5.30pm.
"The transition from housewife to fishmonger was extremely difficult. In the first few weeks, I felt like I had been hit by a high-speed train," she said.
She took out a 10-year lease on the shop, paying £18,000 a year in rent, and intends it to be a family business. Her son Gianluca, 18, and daughter Francesca, 13, often work in the shop at weekends and the family invested £30,000 to get it started - an expenditure that has greatly reduced profit.
Mrs Ivaldi believes family-run businesses are a vital part of London life and hopes people will follow her example. "In our rush to embrace supermarkets we have lost far too many local shops. London needs all the small, local shops it can get. They are fantastic for a community's identity," she said.
Charlie Caisey, 78, who taught Mrs Ivaldi at the Billingsgate seafood school, said: "Pauline was so brave to take on the shop. Unfortunately, independent fish shops all over London are folding.
"Pauline is a wonderful success story. She came to us having never worked with fish before and now owns a successful fishmongers."
Mrs Ivaldi is hopeful for the shop, despite the recession making things tough. "We are just about making a profit," she said. "I'm making enough to break even in three years. Originally, I thought it would only take 18 months."
Reader views (8)
Congrats Pauline...Your Canadian cousins are very proud of you.
- Mark From Toronto Canada, Toronto, Canada, 17/03/2010 21:42
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Absolutely superb, i really hope it goes weell for Pauline.
- Gordi, Manchester, UK, 04/03/2009 10:14
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Fantastic! What people can do when they have the motivation and determination - this woman is a fantastic example to us all and shows all those market traders in Chapel Market, who you campaigned on behalf of recently, look like the bunch of lazy, unmotivated, greedy - 'we want your custom but we don't want to provide any service to you because we can't be bothered' whiners to be what most of us already knew - here is a woman who was prepared to stand up and do something - not just sit on their fat lazy behinds and moan that 'it's all everyone elses fault'!!!!!
- Sean, London, 03/03/2009 14:37
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Hats off to her.
- Casper Slides, France at the moment, 03/03/2009 09:49
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This is a fantastic addition to West Norwood which would benefit so much from more small and larger businesses. It certainly has the footfall and a very diverse clientele.
Pauline brings old fashion values back to shopkeeping. The fish is always fantastic and very reasonable and Pauline's service is top rate. She truely believes in what she is doing and clearly loves fish. I support her 100% and urge others to.
We need to break this culture of relying on supermarkets in order to protect the planet and keep local communities alive. I totally admire Pauline for having the courage of her convictions to do this and wish her every success.
- Patrick, West Norwood, 27/02/2009 12:11
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Good for her, my first weekend job was working in a fishmongers at weekends when I was 15. It's an awful job, the smell of fish permeates everything you own, in summer it's cold, in winter it's absolutely freezing, she's obviously a determined woman.
- Bob, Cheam, 27/02/2009 12:03
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I am a local and have been supporting Pauline - it's a wonderful shop, very friendly people and good fish.
I'm only sorry I can't get there during weekdays too, but I try and shop there every Saturday if I can.
- Alison, West Norwood, 27/02/2009 11:06
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I could kiss this lady. If only I lived nearer to West Norwood, she would get my business every Friday - and maybe even more days. We need proper shops.
- Barry Chapman, Welwyn England, 27/02/2009 10:35
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