Wickford’s Market Lane has a small business, Watson Wigs that offers a huge boost to people with something personal: hair.

But it’s been a twisting time. When lockdown first started—and for many months afterwards—it couldn’t sell wigs and extensions; for customers with medically related hair loss like cancer treatment, that was a problem.

Now, Carla Watson, who opened the shop three years ago (after ten years working in offices in London), is back helping people feel confident about their appearance in Wickford.

People are returning to the store, online sales have returned, and Wickford appears to be returning to a form of normal. From a business point of view there’s been a crucial shift.

Echo:

Several weeks ago the Wickford market moved, and that boosted Watson Wigs’ presence and sales.

“It’s made Market Lane a lot busier. Slowly it’s been an increase of more people, and more people—and that’s great,” Carla says. “People who have never seen the shop before are stopping and asking questions. It’s a massive help having a presence here and people knowing about it.”

But for many of Carla’s customers the restrictions in place for the past five months have not only caused economic and health concerns, it’s impacted how they feel about their appearance beyond what many of us might regularly experience. “Customers range from say an 18 year old girl who wants to try a new hair style but doesn’t want to dye her hair bright green to customers who are going through cancer treatments or other medical treatments,” Carla said. “I have found my sales this month have actually been the best of the year; it’s been a big change. A lot of people are still weary to come out but I have contact with many of my customers and for them that change has been great.”

Echo:

Keeping relationships alive with customers in lockdown through social media and as they return has been one of the things that helped get her through the past five months too.

Carla said: "People are a lot friendlier now, people are starting to get used to this as the new normal. Now people are joking about things like, do you like my mask? I’ve got a new one today.

“It’s been nice to talk to other business owners about what they have been going through, as we’re all going through the same thing.”

Each week Basildon Council has also been holding Zoom meetings with shop owners in Wickford.

Carla added: “I find the calls very helpful; knowing what was happening with regard to the market coming to Market Lane.

"They have put us ease, and we know that we have support and that we’re not alone. It’s nice to know I can call them anytime and talk to them—it’s made it more personal."