Sunita and Alfred talk to us about their restaurant business, Shiuli.
How would you describe your business in one sentence?
A contemporary restaurant in the heart of Twickenham; serving Happy-Healthy-Delicious Indian food.
How, when and where did you meet?
One day, 30 years ago. In Madras, India. We were friends for the longest time before we felt any butterflies.
When did your lightbulb moment happen?
Alfred: Having spent 16 years in London and heading Tamarind for 14 years (with a Michelin Star for 13 years); it was time to realise our dream of having our 'own' place. I left Tamarind in 2015 and set up a consultancy business (until we found a restaurant site).
The big lightbulb moment happened during Covid and with a philosophical reset like no other. We stopped our pursuit of a concept in Central London and looked West, closer to home. I was clear I did not want to do formal dining and wanted a human-happy place with beautiful food. We thought of our happy places in the borough that we loved (like Petersham Nurseries) and wanted to create and share our own happy place with an Indian twist.
When did you launch and who is behind it?
We launched Shiuli in December 2021, just before the Omicron wave. We were clear we did not want any investors who make it all about the money. We took loans and it was a leap of faith given the vulnerable market we were/are in.
What did each of you do prior to starting your business?
Sunita worked as an Events Director Asia-Pacific for Young Presidents Organisation for 12 years. Alfred worked as a Chef in India for six years and has spent the last 26 years working in London, with a 15-year stint at Tamarind, Mayfair.
What would you say were three of the most challenging aspects of setting up the business?
Staffing, staffing and staffing!
As we are in a very quiet part of Twickenham, our initial plan was to do a few different things in the space as we did not think just a restaurant would be busy enough.
With severe staff shortages in hospitality and a (pleasantly) surprising busy-ness, everything turned on its head. Sunita became an accidental maître d’, having never ever worked in hospitality. We grappled with one curve ball after the other. To start a business in a very stressful business climate, possibly the most difficult thing was to turn up to work on 100% happy energy mode. It is one of the things we are proud of - not letting our stress affect the team or guests.
What are the challenges, advantages, disadvantages working with your partner/spouse?
I think the fact we have each other’s back is a huge plus that outweighs any negatives.
When you put any two minds together there will be synergies and differences and it is important to know that part is normal, whether you are a couple, friends or partners. We are both lucky also in the confidence that the other person is supremely good at what he/ she does.
Sunita: We maintain a very honest and professional status quo at work. As I am a newbie to restaurants, at work I treat Alfred as my boss. He is the one with incredible experience in the industry. I am also very mindful of protecting his brand reputation and we try very hard with our professional service standards to match the incredible food.
The smartest career decision you have made….
Alfred: Moving to Tamarind in 2001. I earned my first Michelin star aged 29, in 2002 and held it for 13 years until I left Tamarind. The Michelin star definitely put me on the culinary map of London and opened incredible doors and opportunities.
Sunita and Alfred: Deciding against Central London and an investor involved project, was the best decision that we made. We were lucky to create our own commercial-happy project without the added complexities of investor dynamics.
The most difficult lesson you have learnt…
Dealing with crimes – be it dine-and-dashers or having our old olive tree stolen on Christmas day. Almost everyone in retail has their stories to share about this.
The best career advice you have received…
‘You have to be many at places many time to be at the right place at the right time,
at least few times.’
This is so good for us as we are a bit introverted and as entrepreneurs, you really have to put yourself out there.
What type of support have you received since starting your business?
We are very grateful for the kind of love, patronage and support we have received from our neighbourhood. The street WhatsApp groups that passed the word out for us, advice from neighbouring businesses.
What type of support (if any) have you received from the council in relation to your business?
Since we were very new to business in Twickenham, we wrote to the Richmond Council, asking for advice. From directing us to other businesses, offering courses and one-to-one mentoring, they were very geared for supporting start-ups.
Regular visits from the business team and the Visit Richmond team offering marketing support has been fab. They have an open, easy channel making it easy to ask for help. We also benefitted more recently from a link in the business newsletter for a ‘Help to Grow’ Scheme targeted at scale up businesses. We applied and got selected for a life-changing business course at the prestigious Kings Business School, London. It was a good decision for both of us to do it, look at the big picture and re-evaluate the business today. In some ways we were still operating as a start-up and the course was very timely for us.
What do you think residents can do to support their local businesses?
We cannot rave enough about our neighbourhood and the support they give us. In general, they have an amazing belief in Shop Local and have a strong sense of community.
If you had the opportunity to do it all again, what would you do differently?
Invest in marketing early on. Our initial budgets went out of whack due to Covid complications, material shortages and supply disruptions. We kept cutting back on our marketing budget as we were organically getting busy.
Top three tips from you to aspiring entrepreneurs/launching a business either alone or as a couple?
Sunita: I was never meant to work front of house but being on the restaurant floor has taught me how human the workplace is, how there are so many touch points and that many things can go wrong. Without the hands-on experience (as I have never worked in a restaurant before), I would never have understood operational dynamics had I been sat in an office. I would tell any budding entrepreneur make sure you are hands-on with operations for at least a few months – it will give you real time perspective interacting directly with guests, help you tweak your product, understand your team, their skillsets and much more.
Alfred: Plan and work hard on your concept being unique, relevant and have a really clear vision for your product.
Sunita and Alfred: Be authentic. Don’t make it a vanity project - make sure the numbers actually work. Invest in your people.
Finish this sentence: "We like being based in Richmond because…”
It has the most beautiful human energy, a generosity of spirit and a kindness and respect for community. People think it’s the scenic beauty, riverside, parks, yes it has all that… But the people energy is rare and truly special.
How can people find you?
- Address: Shiuli, 128-130 Heath Road, Twickenham TW1 4BN
- Website: Shiuli Restaurant
- Instagram: @restaurantshiuli