Barry Emard-Rau

Why this persona fits the audience

Owns a custom furniture workshop in Leeds with one apprentice and occasional subcontract help. Estimates, deposit requests, and showroom photos are shared through email, Facebook, and a basic brochure website managed by the business.

• Age: 46
• Location: Leeds, UK
• Occupation: Self-employed carpenter and furniture maker
• Income: £45k-£60k
• Education: Apprenticeship and City & Guilds qualification

“Quality isn't just about the end result; it's about every step in between.”

Barry Emard-Rau, a 46-year-old self-employed carpenter and furniture maker from Leeds, has dedicated his life to crafting bespoke pieces that stand the test of time. With an education grounded in apprenticeship and a City & Guilds qualification, Barry has honed his skills over the years, owning a custom furniture workshop that caters to a niche clientele in Leeds. His workshop, a testament to his dedication, is where he pours his heart and soul into every piece, ensuring that each item not only meets but exceeds his high standards of quality workmanship. Barry's business model is straightforward yet effective, utilizing a combination of email, Facebook, and a basic brochure website to share estimates, deposit requests, and showroom photos. This approach has helped him build a solid local reputation, a value he holds dear. Despite his success, Barry faces challenges such as managing cash flow issues and staying updated with digital marketing trends. Yet, his methodical and research-heavy decision-making style helps him navigate these obstacles. Barry's interests outside of work include woodworking, home renovation, football, and reading trade magazines, reflecting his commitment to continuous learning and improvement. His lifestyle, filled with routines and family time, is a mirror of his values, emphasizing dependability, quality, and local community engagement. Barry's goal is to expand his workshop and explore international markets, driven by a desire to grow his business while maintaining the integrity and quality that define his craft.

Background & daily life

A day in their life

Barry's day begins at 7 AM with a cup of tea and a glance at his emails. By 8 AM, he's in his workshop, reviewing any new inquiries or orders from the previous day. He spends the morning crafting custom pieces, occasionally stepping back to review his progress or consult with Liam. Lunch is a sandwich at his workbench, and the afternoon is dedicated to more detailed work, like fine-tuning a piece or creating an estimate. In the evenings, he spends time with his family, often helping Oliver with homework or coaching Emma's soccer team. He unwinds by watching a football match or reading a woodworking magazine before bed.

Lifestyle

Barry lives in a modest terraced house in a quiet suburb of Leeds. He's married to Sophie, a nurse, and together they have two children, Emma and Oliver. He values routine and predictability in his life. Weekends are typically spent with his family, either working in his garage on a new woodworking project or enjoying a family football match. Barry is also an avid football fan, often catching live games on TV with a pint in hand. He keeps fit by jogging in the mornings and often grills on weekends for family gatherings. Financially, Barry is conservative, always keeping a close eye on his spending and saving for future investments.

Work life

Barry's workshop is his sanctuary, a space filled with the scent of fresh wood and the sounds of chisels and saws. He starts his day early, around 7 AM, reviewing emails and responding to any inquiries from clients. His workday is a blend of creating detailed estimates, crafting custom pieces, and managing his apprentice, Liam. He values quality and takes his time ensuring each piece meets his high standards. He's also recently started using a digital tool to streamline the estimate process, though he's still figuring out its full potential. The pressures come from balancing client demands with his need for quality, but he manages through meticulous planning and occasional subcontract help when needed.

Relationships

Barry has a close-knit community in Leeds. He regularly attends local football matches and is a member of the local carpenters' guild. His family is his anchor; his wife Sophie supports his craft, and his children often help out in the workshop. His mentor, an experienced carpenter from his apprenticeship days, still offers advice and guidance. Barry values his friendships deeply and often spends evenings socializing with old friends from his apprenticeship.

How they decide

Barry is methodical and research-heavy in his decision-making process. He carefully weighs his options, often seeking advice from trusted peers before making a decision. He values dependability and quality, so he ensures any new tools or methods he adopts meet his high standards.

How they sound

Barry speaks with a calm and measured tone, often using Yorkshire dialect. He avoids jargon and speaks plainly, focusing on the practical aspects of his work. He's polite and respectful, always addressing people by their titles unless invited to be more casual.