Opening a business during a recession may seem risky, but Edinburgh College of Art graduate Hollie Reid capitalised on a dip in property prices to turn her dream of running a cake and coffee shop into reality.
Since its launch in May 2012 Lovecrumbs has become a regular haunt for families and freelancers, artists and academics. The space in West Port, a stone’s throw from Reid’s alma mater, is a coffee house that doubles as a workspace and attracts a steady stream of customers looking for a caffeine and cake fix. The cafe may be close to an infamous trio of strip clubs dubbed “the pubic triangle” but Lovecrumbs is a wholesome, welcoming eatery.
Reid began her career in high-end food retail in Edinburgh, York and Sydney before setting up a wholesale bakery business with a friend. After six months of baking for other businesses, Lovecrumbs opened, and Reid says her art college background informed the type of cafe she wanted to run. “My work at college involved installation, collaboration and participation, so I was interested in having people interacting in a space with nice food and drinks,” she says.
Reid’s art school background informed many of her ideas for the space at Lovecrumbs
The original plan for the cafe was just a small shop with a few tables, some cake and an espresso machine, but Reid fell in love with the massive unit near the Grassmarket with its high ceilings, period detail and huge windows. There’s an eye-catching window seat that attracts attention from passers-by and is coveted by customers. The furniture is mismatched yet somehow perfect and every spot is used to its full potential, with even a piano doubling as a table.
Lovecrumbs regulars Elysia Britton and Lorna Hinton were first attracted by its aesthetic, but keep coming back for the quality of product. Hinton, who studies nearby, was happy to nab the best seat in the house. “There’s usually someone in the window seat whenever I pass, so it’s great to finally get to sit here myself,” she says. “It’s very aesthetically pleasing, and I maintain this is the best coffee in the city. Lorna raves about the cake, so I’m trying that for the first time today,” adds Britton.
Busy, busy, busy: Reid’s vision for Lovecrumbs was to strike a balance between a work and social space; Lovecrumbs’ famous cakes and biscuits
As well as providing a friendly co-working space for freelancers, Lovecrumbs has become the go-to coffee stop for local businesses. Angus Knott, a local barber explains: “I’ve been coming here for over three years and I’d much rather support local, independent businesses than a big chain. The staff are amazing and super friendly, and they know your order when you come in – which is great. The quality of the coffee is fantastic and we wouldn’t go anywhere else to buy drinks for our clients.”
Lovecrumbs regulars Elysia Britton and Lorna Hinton
Reid is now busy running two Lovecrumbs shops; the second outlet in Stockbridge has a strong retail aspect, so she needs a till system that works quickly and smoothly. Thankfully iZettle has won over the self-confessed luddite. “We were using an old-fashioned till until two years ago, when the manager of our Stockbridge shop suggested using iZettle as a till system, not just a card payment tool,” says Reid. “It’s transformed the business, in a way. We sell coffee bags, keep cups and other merchandise so the iZettle back-office tools allow me to easily keep track of sales each month, which helps with stocktaking and ordering. I’m a complete convert!”
While co-working is encouraged during the week, laptops are banned on Saturdays and Sundays. Reid believes it’s important to strike a balance between a work and social space. “Banning laptops at weekends has received overwhelmingly positive feedback,” she says. “The weekends tend to be a time when more families come in. It’s a friendly, non-judgemental space where everyone is welcome, and the weekends are a chance to unwind and switch off from work. I work in the shop every Saturday because I love the atmosphere at the weekend.”
Reid is now running a second outlet in Stockbridge that has a strong retail aspect; fresh bread at Lovecrumbs; local Angus Knott; An iZettle card reader
Cake may be the star of the show – with a selection of eight fresh bakes daily, from the traditional to the unusual, but, bowing to popular pressure, savoury items now appear on the menu. There are some things Reid won’t consider changing – don’t ask her for a skinny latte … “I want to serve the best coffee and the best coffee is served with full fat milk,” she says. “It steams better, tastes better and it’s not bad for you. At first there was a bit of resistance from some people when I told them we didn’t serve skimmed milk, but I feel confident in my decision.”
The motto of Lovecrumbs is “nice times” and that’s why customers keep coming back. Civil servant Jenny Purcell has been visiting the cafe weekly with friends since its launch. “Our favourite cafe had just shut down and we had a list of things we were looking for in a new place – nice cake, leaf tea, good coffee,” she says. “We realised after trying out new cafes, what we really wanted was a friendly welcome. Lovecrumbs has great cake, tea and coffee but it’s the welcome that keeps us coming back.”
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