At just 28, Joe Lawson is one of the youngest store managers in the industry – but there’s good reason why customers travel from as far afield as Scotland and the North East to visit the store and its expert team.  We caught up with Joe to find out just how he’s been so successful and built such an enviable reputation!

How did you get into photographic retail?
I’ve worked in retail for almost 15 years, since I was 15. I completed my Business Management Degree when I was 21 and had worked for Wilkinson Cameras for nearly 4 years when they offered me the promotion.   I felt ready for the step up and I moved to Carlisle as store manager in March 2014. I felt very welcomed into the Carlisle store and I am pleased to say certain customers have made the choice to come to visit me here since my move.

You’re clearly passionate about photography full stop!  How did that come about?
My auntie recalls me showing an interest in cameras from an early age. My great uncle, Malcolm Snaith ran a camera shop in Kendal throughout the 80's and would always be playing with the latest cameras, while taking the family photos. 

I always had a ‘point and shoot’ camera, then I got seriously into photography when I joined Wilkinson in May 2010. My passion for photography developed at the Kendal store, through actively participating in photography competitions and it soon became my passion.  I never go anywhere without my camera now!

In April 2013 I won a Sony photo competition with a spring theme.  The Sony judging panel chose the image for capturing the moment and telling a story about ‘Spring coming to life’.  This allowed me the great experience of going to the Sony World Photo Awards in London, where I saw some of the best work of photographers from around the world.

Although we spent half of the day taking photos over fences and farm walls this winning photo was taken about fifteen minutes after we set off out the door. A moment I wasn't able to capture again throughout the day.

Customers travel a long way to your store – it must be good?!
We are the most Northern Wilkinson Cameras store after Kendal and it's nice being so close to the border.  There aren't many dedicated camera shops between here and Edinburgh so we have a wide reaching appeal - with customers regularly coming through from Dumfries and Galloway, the North East, the Lakes and further afield.  The team here is excellent and we pride ourselves on our friendly approach, knowledge and service. I think that’s what keeps customers coming back – and driving a long way!

A shot of the night sky about half way between Kendal and Carlisle over Shap. A very cold December night star gazing with my wife. The light trail of the car nicely lights the foreground.

What's unique about the Carlisle store?

We have a wide range of experience at the store and we all enjoy photography. We can be found on a regular basis chatting about the latest gear and what we would like to buy.
Between the staff in store we manage to own a full range of cameras from connected smart cameras, bridge cameras and compact system cameras - right up to full frame professional systems.  I like to think a customer can come in and chat to us about what’s new, share a common interest in photography and ultimately make an informed purchase which will suit them perfectly.

How do you ensure the best customer service?

To ensure the best customer service my key focus is the rapport with the customers. The ultimate goal for each individual is for them to leave confident that the equipment they have chosen is the best tool for them to take great photographs - whether it is on a family holiday or as a working professional.  We are here to give a great shopping experience - giving plenty of time and quality information for our customers to make the best decisions.

Any events or meet ups at the store?

We do host Wilkinson Workshops in the store – these have been very successful. This allows our customers to take the first steps with photography on our Stage 1 course or to hone their current photographic skills on our Stage 2 course.

Last year we were one of the few stores to hold a macro day with Wild Arena & Canon. There was a chance for customers to try the best macro lenses and current cameras from Canon, while photographing small critters such as locusts and crickets alongside the team at Wild Arena, wildlife photography specialists.  The star of the show was a gecko, which kept us entertained jumping on to the cameras while it was meant to be posing. I did manage to capture this moment where gecko was cleaning its eye. We look forward to holding more days like this in the future.

This was a moment I managed to catch through a bit of luck and a bit of persistence. I had seen the gecko cleaning it's eyes and I thought it would be great to catch a shot of it. I continued to shoot and was lucky to catch it.

And finally:  if you could shoot anyone's portrait, alive or dead, who would it be?
This is an answer which I am sure will change from time to time. I am a big music fan and recently went to see Queen in Newcastle. There were a few chilling moments where Freddie Mercury was projected onto the stage singing verses of some of their biggest hits.

I think it would be a privilege to photograph the shy and retiring man off stage and the extrovert on stage with his flamboyant persona. A man who felt he had to win over every crowd - and to my knowledge never failed!

This photo was taken at the recent Queen gig in Newcastle, the hairs stood up on the back of my neck the moment Freddie came on to the screen. An amazing show.

Thanks Joe – Freddie Mercury would indeed be an interesting subject – the shoot would certainly go in a ‘Flash!’, no doubt leaving you in a complete (Bohemian) Rhapsody!  (Sorry, couldn’t resist!!)

Pop in and see Joe and his team at Wilkinson Cameras Carlisle:

https://www.wilkinson.co.uk/stores/carlisle