Tom Fleming speaks to Tiffany Pritchard – a modern face in antiques.
It’s encouraging to find the world of antiques is growing in popularity across the country especially when it is perceived that the world is full of flat-pack furniture and mass-produced pictures.
Perhaps this is due to the investment appeal of fine art and antiques but I prefer to believe that people are looking for items with true individuality and personality.
This is certainly a view that is shared by Tiffany Pritchard, who manages the Birmingham office of Clarion Events Ltd; the largest independent organising company in the country whose portfolio of events include the Antiques for Everyone Fair held three times a year at the NEC.
On the surface Tiffany appears to have had a diverse career journey so far; she’s worked in finance, sold advertising space, managed the finances for a box office and been responsible for issuing the construction payments for the ICC and Symphony Hall in Birmingham. But on closer inspection this diverse range of roles has one common theme; exhibitions and events.
Her career began when she left school in the early eighties and secured a highly sought after job with a publishing house based in Cheshire. Along with publishing popular magazines they also organised the first Atari and Amstrad exhibitions in the UK. It was here that Tiffany first cut her teeth in the exhibition industry. In her first role she was given the opportunity to work in all departments which gave her the perfect initial opportunity to see all sides of a business.
“On reflection I was thrown in at the deep end” she said “but at the time it was all so exciting that I just got stuck in. Spending time in London as a teenager and being part of the early computer scene with its fast moving environment was totally exhilarating.”
It was at one of these early exhibitions that she met Sir Alan Sugar. “It was hard work but meeting such innovative and dynamic people at such an early stage in my career was inspiring. I suppose the adrenalin and pride of seeing everything come together has remained with me.”
Tiffany in fact met her husband Ian at an Atari exhibition where he was demonstrating one of the world’s first electronic drum kits. It was this chance meeting that lured Tiffany to Birmingham where Ian lived with his two sons Luke and Ben. And London’s loss was the region’s gain as Tiffany joined the NEC Group where she held many roles over her 18 year tenure.
“My last role at the NEC was as the commercial accountant for the arena’s and box office, she said. “Over time my role at the NEC became very financially focused and I started to feel removed from the wider business strategy. So when the initial role of Antiques for Everyone show manager was advertised three years ago, it seemed to perfectly combine my experience organising exhibitions with my financial expertise.”
Tiffany’s enthusiasm for the antiques show is infectious and while many people might see antiques only appealing to a slightly older generation she sees it from a very different perspective.
“Antiques offer such as an exciting and individual alternative to generic furniture and furnishings. Over the last few years we’ve noticed a steady increase in the number of younger visitors to the show rebelling against the homogenous styling offered by the high street retailers. My challenge is to reach this growing audience and help bring antiques to the next generation.”
This is no mean task and something which Tiffany takes very seriously. “I work with a great team in our offices at the NEC and they are key to the future success of the antiques shows. Everyone brings something special to the team and we all individually help to keep the show fresh and relevant.”
Communication is vital to Tiffany’s role and something which seems to come naturally to her. “As the show director I need to communicate well in order to juggle the commercial realities of business with the human complexities of the shows. This isn’t always easy.”
The Antiques for Everyone fairs run three times a year in the spring, summer and winter with each show attracting more than 350 exhibitors and over 20,000 visitors. “We have fantastic exhibitors and it’s my responsibility to ensure they have everything they need to achieve good business over the four day fair. We also ensure our visitors enjoy their visit; we aim to provide every opportunity for visitors to find the perfect purchases which we hope will be treasured forever, and of course we hope they visit next fair to add to their collection.”
This balance sometimes requires changes to long standing arrangements such as floor plans and show layouts which can be met with some initial resistance. This could have been a challenging scenario if Tiffany hadn’t handled it with confidence and commitment.
“Good communication isn’t simply about being able to put your point across effectively. It’s also about listening to other people’s views and empathising with their position. If there’s one thing I’ve learnt which has helped me to succeed it’s to become a good listener.
“I always try to fully understand the situation before jumping to conclusions. If you can pause for a few moments to see the situation from alternative points of view then difficulties can usually be avoided. Of course, some differences just can’t be reconciled and that’s when you need the courage of your convictions.”
Outside of work Tiffany takes every opportunity to travel the world and see new places. Perhaps unsurprisingly Tiffany is also delighted with their Edwardian home set by a local village green which she helped style and features several well-chosen antique pieces which create a contemporary but traditional home. She has made some mistakes along her way though. “When I first started working on the antiques fairs I mentioned to an exhibitor that I sold some ornaments left by my Nana at a local car boot sale. After describing the various decorative ceramics in more detail he pointed out that they were probably Bovey Tracey pottery which would be worth more than the pound an ornament I sold them for.”
* The next Antiques for Everyone fair will be held at the NEC from July 23 to 26. To find out more visit www.antiquesforeveryone.co.uk or call 0844 581 0827 for tickets.
