Mention the name Sara Penwarden to anyone in the photographic trade and you’ll get a smile, we almost guarantee it. The same goes for customers who drive long distances, just to shop at the Southport store, under Sara’s management.

You can also guarantee she’ll probably kill us for such a glowing review!! We’ve had to twist her arm to answer our questions this month, as Sara is a little shy of the spotlight – but what she doesn’t know about photography and customer service – simply ain’t worth knowing!

How long have you been at Wilki, any previous roles within the business before store manager at Southport? What did you do before working at Wilki - and what made you go into photographic retail?

I started as the assistant manager in the Preston store 17 years ago then went on to Blackburn as manager, and I have been here in Southport for the last 4 years.

I was always an arty person in school and loved graphic design. My grandfather passed away in 1984 and I was left his camera and binoculars, I was very lucky ~ the camera was a Leica single lens reflex with some lenses. The quality of some of the pictures it produced was amazing and this gave me the bug. My only SLR camera use previous to this was with a Zenith, which didn’t even meter through the lens!

As soon as I left school in 1985 I applied for a job in a photographic/ hifi store in Blackpool called Whitley’s and subsequently go it. So 30 years on I am still enjoying working in the photographic retail trade and never tire of taking photographs.

Our range of customers in Southport is extremely broad, one minute we are assisting a respected professional photographer and the next we are helping a family print some pictures from their smartphone. In the words of Forrest Gump - life is like a box of chocolates, you just don’t know what you are going to get. The pleasure in the job is that our customer is happy - it does sound corny I know but it is most definitely true.

Blackpool Long Exposure - Sara's winning image in a staff competition.

The Southport store is one of the 'flagship' branches of the business - as a Pro Dealer for the premium camera brands including Nikon, Canon & Leica. You cater for all experience levels. What advice do you give those wishing to learn more?

Some customers will already be aware that we offer training and informative seminars aimed at all levels. Each manager, with the help of the staff, run 2-hour workshops at their respective stores after hours - these fill up quickly.

Also, if our customers would like to continue to learn, perhaps in a particular type of photography we cater for groups in our purpose built Learning Suite situated above our store in Liverpool. We don’t want to ‘just sell customers a box of equipment’ - the idea is they are invited to a workshop and this in turn should help them to progress and enjoy their photography – we’re with them every step of the way.

It is a great feeling when people come back into the store filled with confidence and desperate to show you their pictures.

We hear that you are leading a group of Wilki Photographers (staff) to go out and shoot more - what's this all about?

We are trying to encourage members of the Wilki team to go out collectively, and use their own equipment – we’re currently working under the name of the Wilki Wanderers! The idea is to have an enjoyable time whilst building up a library of images, helping each other & sharing knowledge. We have some very good photographers in our midst, who are happy to pass on information and help our new team members.

We also hear that you are a big fan of Instagram - why Insta, over say FB & Twitter?

We have adopted almost all platforms as a company and there is no doubt that it works – we have lots of customers who come into store and talk about conversations or offers via our Facebook or Twitter pages.

I started an Instagram account 2 ½ years ago after a good customer persuaded me and I admit I enjoy the fun of it. He is trying to convince me to Tweet but I have my reservations! I like the fact that on IG the image is the main focus - and the square format reminds me of using an old 2 1/4 square camera but for the modern world!

I do contribute to our Wilki Instagram account (which you can follow on Instagram @wilkinsoncameras or see the images here) it makes it more interesting with a few of us on board!

Perched Waxwing by Sara Penwarden

Outside of work, what do you like to shoot/what kit do you shoot on?

I sold my Leica SLR in 1987, why you ask, would you sell that? I wanted a 70-210 zoom and at the time it was well over a thousand pounds and since I was only earning £22.50 a week on Y.T.S needless to say I could not afford it! Now I am a Canon user and after investments over the years in their “L” lenses you tend to stick with a brand. I have a Fuji X compact and a pair of Leica binoculars in my car all the times.

I have always loved taking pictures and hate being photographed, perhaps because apart from my wedding, I have never been professionally photographed.

My favourite kind of photography is Natural History - I am happy to wait a while to get the shot. I am fascinated by animal behavior and if I cannot photograph I am happy to observe, hence my binoculars close at hand. A recent LEE Filter purchase early last year, has encouraged me get out to take seascapes and long exposures, which I have thoroughly enjoyed. Detail in close ups and quirky angles are also of interest too.

We always ask about cameras - but - what's you're 'must have' accessory?

Can I have a few?? Spare battery, cable release, tripod.

If you could spend the day with any photographer shooting alongside them or just picking their brains, who would it be?

There’s a long list, including: Jari Peltomaki, Laurie Campbell, Steve McCurry, Dorothea Lange & Elliot Erwitt to name just a few. There are also 2 customers whose work I admire greatly - they probably know who they are without mentioning names!

My favourite image - or the one I would have loved to take - is “Earthrise” shot in 1968 by an astronaut called William Anders. It is an amazing shot and never tire of seeing it.

Who would I most like to spend the day on location with? Probably Jari Peltomaki.

Of your own images, which you are most proud?

A long exposure seascape taken last year, my Mum loved it so I got it printed, mounted and framed for her. It was her Christmas present. Sadly she recently died but every time she walked passed it she said how lovely it was.

Mary's Shell at Cleveleys Beach

People travel for miles to come to the Southport store, to see you and your team. What's behind the secret to this success? (Sara blushes!!!!)

Goodness knows! We are honest and enthusiastic, polite and across the whole team have a wealth of knowledge and experience. I feel we have a genuine interest in our customers.

And finally:

As Sara is a little coy, a final message from Wilki MD David Parkinson: ‘Sara plays such a key part in the overall Wilkinson team – and we’re lucky to have her.

‘One thing that Sara hasn’t mentioned is that she was officially crowned the Sales Person Of the Year in 2014 by at the Pixel Trade Awards – a national award voted for by the whole industry & a major achievement.

‘That’s it Sara, we’re done – we’ll leave you alone now! Thanks for your continued contribution to the team!’, David.