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Self-esteem and the art of shoeshining
Malini Guha
12/31/2005
Bijal Tanna eagerly calls out to Neil Featherstone. "Oh, I want my shoes done!", she says from her cubicle at the London office of Ernst & Young (E&Y) the moment she hears his voice ringing out: "Anyone for a shoeshine today?"
Ms Tanna removes her slightly worn leather boots, and Mr Featherstone sets down his gear. Ten minutes later the boots are in better condition and Mr Featherstone walks off with money in his pocket, seeking the next keen customer.
While some may view shining shoes in plush City offices as demeaning and others as daunting, Mr Featherstone says it is the best job he has ever had.
For seven years after coming to London from South Africa at age 18, he slept rough. After a medical problem jolted him into taking action to improve his life, he found catering work in the north of England, before returning to London as a street vendor of the Big Issue. A year ago, he met Simon Fenton-Jones, director of StreetShine, who offered him the chance to improve his situation.
StreetShine was the idea of property developer Nick Grant, after he saw the popularity of shoeshining on a visit to the US last year and thought he could fill a gap in the UK market. He also saw it as a route into employment for the many homeless people that he knew, from volunteering in soup kitchens, wanted to work.
He approached Jeremy Swain, chief executive of Thames Reach Bondway, a homelessness charity, to help develop and take a majority stake in StreetShine -- a social enterprise where profits are ploughed back into the business. StreetShine won a start-up grant of £100,000 from the Glimmer of Hope Trust charity and £75,000 for business development from Esmée Fairbairn, a charitable trust.
There are many training and job schemes to get homeless people on track, but StreetShine's directors and employees believe it offers a unique opportunity.
First, it pays a wage that usually exceeds the amount someone would get on benefits, which is key as many are in a "benefits trap". The base salary is £175, which can rise to about £250 a week with bonuses and tips. Employees receive a month's training in shoeshining and customer service.
But the best aspect of the job for many of the seven employees is the feeling of empowerment. "It gives you the freedom to express yourself without anyone hanging over your shoulder telling you what to do," says Mr. Featherstone. He sets his own goals -- at least 20 pairs of shoes a day, so he can earn a £30 bonus at the end of the week -- and works on building a rapport with his customers.
Mr Swain says: "The self esteem and confidence levels of our shoeshiners are going off the graph."
Terry ran away from home at age 13 and dealt with drug problems for many years. "I was nervous about working with people in offices. I thought they were better than me ... but people speak to me with the same level of respect as their colleagues and I have made friends with some."
The test for the social side of the business will be whether it can lead to better opportunities for the shoeshiners. Mr Featherstone hopes to set up a franchise with StreetShine's name. Mr Fenton-Jones recalls how one woman said the training gave her the courage to sign up for a hairdressing course.
Then there is the commercial challenge. The business relies on grants for about half of its funding but aims to be profitable on its own.
To achieve financial success by adding more venues and customers, StreetShine must be perceived as offering a valuable service. "Nowadays when people are cash-rich, time poor, it offers convenience and a top quality service ... It can't be out of sympathy -- that won't make a viable business," says Mr Fenton-Jones, while acknowledging that StreetShine naturally makes the most of its social side.
Spencer Oliver, facilities manager at E&Y, says staff asked him to find a shoeshining service to add to those on-site such as dry-cleaning. He chose StreetShine not only because of "social responsibility" but also because it uses superior products that make shoes last longer. "It has gone incredibly well. People know them and they fit in well among all the other services we provide our staff."
StreetShine has expanded rapidly in the past year and is now in 28 offices in London and one hotel. Mr. Fenton-Lones is considering airports and train stations. Mr. Swain says it would be great to bring its services into government offices, including the House of Commons. "Look at MPs' shoes -- some of them are a disgrace!"
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