Q&A With Dervla Golden, Head Of Retail, Ashford Castle, Ireland

First impressions matter, but final ones do too. So often the last port of call during any trip to Ashford Castle, relied upon for a memento to take home and cherish forever, Mrs Tea’s occupies a special place in the hearts of our visitors and guests. Dervla Golden, our Head of Retail, has graciously shared with us the story of our own journey and what it is that makes Mrs Tea’s such a unique proposition. How did your journey into the world of retail begin? I grew up in retail. I served my first customer when I was seven years of age. My grandfather opened the family business in 1928, and my father inherited it in 1977. I worked in the shop all through my teenage years when I was on holidays from boarding school. I loved it. I loved meeting customers, hearing all the news, ordering stock from sales reps and going to wholesalers and trade shows. After completing my degree and postgraduate studies at university, I started at Eason as a trainee manager where my passion for retail stayed with me. I progressed through the company from department manager to assistant shop manager, and eventually I went into sales and franchising. I finally left Eason after 18 years, and a few years after that I started working at Ashford Castle. What would you say are the most important traits for success within the retail industry? To succeed in retail, it is imperative that you know your customer. Knowing your customer requires understanding their spend ability and preferences. What our guests want is a piece of Ashford, a memory of Ireland, a smell that reminds them of Connemara, a jam they had at breakfast, the bread they had with their smoked salmon on their picnic, a t-shirt that, every time they wear it, reminds them of their round of golf at Ashford. They want to relive the memory. As we celebrate its anniversary, what would you say are some of the biggest successes that you’ve overseen at Mrs Tea’s? Building a destination has probably been the biggest success of Mrs Tea’s. People come here once, and they return again and again. They enjoy the offerings in-store, but also things like the gentle tranquillity of the patio. The other big success is the range of bespoke products we have created. Each year brings new products and designs to tempt our guests. One of the biggest successes in this range has been the collectable Christmas decoration. In what way does the online shop contribute to the Mrs Tea’s experience? The online shop is very popular, particularly with our overseas guests, as it enables them to continue purchasing memories when they can’t get back to visit. How important is it that Mrs Tea’s promotes local products? I have always been a strong supporter of locally made goods. On a weekly basis, I am inundated with local creators and suppliers looking for us to stock their product. I have over the years assisted and advised small producers on the best route to market and how to get their product into retail. Guests love to purchase local product, they love the story behind the product, the creator and the setting. I believe Ireland has an abundance of quality products that we can be proud of: Foxford, Rathborne, Magee 1866, Clare OConnor, Madigan Cashmere, the list is endless. Are there any recent trends or developments within the retail industry to keep an eye on? The trend for 2025 is that personalised, seamless experience for guests. It is becoming increasingly important to meet the customer expectation. Whether it’s about the personal shopping experience, delivering their purchases to their room, shipping it to their home, the emphasis is on the experience. What’s your personal favourite item currently stocked at Mrs Tea’s? It’s difficult to choose. I love the Foxford rugs and the Ashford candle, but my favourite item would be either the Madigan Lydia coat or the Castana day bag from Landa. Finally, what’s your favourite thing about working at Ashford Castle? The setting. The grounds are amazing. I sit in my office, and I can hear the birds sing, the river flowing, and the rustle of the trees. There is something about driving through the gates each day, a sense of belonging embraces you.

Meet Dervla Golden

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