How did the idea for Story Terrace come about?
For many years I have regretted that I didn’t write down the stories my grandparents used to tell me. Why don’t we all capture our stories and pass them down to future generations?
When I realised that many professional writers offer their services on a freelance basis, and that digital printing has made a small print-run of hardbound books affordable, I knew a solution was feasible. I realised there was a way to transform people’s stories into beautiful books. I quit my job in the City and started looking for writers, editors and designers to help create compact books that are affordable for most individuals or as group gifts for special occasions, such as a 40th wedding anniversary or a 50th birthday.
How does it work in practice?
Our customers can find a writer they like on our website, or they can call us to match them with one who best fits their personality, interests, preferred writing style and location. To create a compelling story in the storyteller’s own voice, our writers usually interview customers in the comfort of their home. Ahead of the interviews, we send them a few questions to help bring back memories. We also include their most precious photos in the book in full colour. Throughout the process customers provide feedback to ensure the end result is exactly as they had expected it to be.
Why do you think there’s a demand for biographies?
Family tree research is incredibly popular these days due to the ease of finding information online. However, the information available is really basic – the real stories are missing. I recently discovered that I have a relative who knew my great-grandparents. I’m so excited to learn more about them, to hear a few stories I’ve never heard before. Nowadays, both young and old are keen to know more about their ancestors. Funnily enough, this can apply especially in the case of parents, as we often know much less about their younger years than they realise.
How do you find writers and are they hired on a freelance basis?
Sometimes we look for a writer with a certain profile in a specific location but, more often than not, they manage to find us first. We get around 10 applications each week and select the best ones. Our writers are a mix of authors that have been published by the likes of Hachette, Penguin Random House, and Simon & Schuster and freelance journalists that write for the Guardian, The Telegraph, the BBC and the FT, among other publications. They work for us on a freelance basis, enabling us to maintain a large pool of writers.
What’s the most interesting story you’ve come across?
There are quite a few. And, to be honest, each story has a captive audience when it comes to the storyteller’s family and friends. There is one story, though, that I find particularly beautiful. It’s a story told by the daughter of a Polish second world war soldier, who as a young man fled a re-education camp in Russia to join the Polish regiment of the British army. They ended up liberating the Netherlands. However, when the war ended, the communist regime in Poland branded all Polish troops fighting alongside the allies as traitors. They were not allowed to go home. Exiled, our customer’s father settled down in the Netherlands. He married and had two daughters. Only when he passed away more than 50 years later did the two daughters discover that their father had a secret. They had been cleaning his attic and learned from letters that they had a half-sister in Poland, born before he was expelled. An emotional meeting with their half-sister followed.
How much does it cost the customer to have a book created? Do they pay upfront?
Story books are available from £1,200, including professional editing, design, four hardbound full-colour copies and a pdf document. The length of the book is 50 pages, which includes around 25 pages of text. To double the length of the text costs an additional £800. Customers pay upfront but it is possible to pay in stages.
What are the biggest challenges in running a business?
Doing something you love is easy. And we are lucky as there are so many great freelance journalists and authors, making our job fairly straightforward. However, our biggest challenge is creating awareness for our products and services. While our customers help to spread the word, we are continuously on the lookout for great partners to support our marketing and sales efforts.
What are your plans for the business?
We are active in the UK and the Netherlands. We are fully focused on these two markets for now. After that we would like to enter more markets, including the US.
Rutger Bruining is the founder of Story Terrace
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