Before I started trading as Amara Timber, I had cause to visit my local timber merchants
on several occasions. I was shocked that I could not see or touch the material that I
wanted to purchase. This meant that I was unable to see if it was suitable for my
requirements. I saw that there was a service here that was not being provided to the
public and this is what made me decide to set up in business. I was determined to
provide the public with a premium service, where they could select their own timber and
had a first class delivery service.
On 1st May 1993, I started trading as Amara Timber with no formal knowledge of the
trade. At the time, I had no idea that this was such a specialised, risky business.
My first four or five years in business were disastrous and the fact that I couldn't
offer credit accounts didn't help. During this time we had some very loyal
customers, but despite this, we couldn't keep up with the large established businesses
in the area. Finding the right suppliers was difficult and my lack of experience
meant that I didn't know what products to stock. But I was determined to fight
Amara have longstanding, courteous staff and this has been at the forefront of
establishing good customer relationships and a loyal customer base. At the end of the
day, it was our customers who we can thank for helping me to learn about the building
needs of the trade and public, build up my business and pay my staff their wages. I take
my customers' opinions very seriously and welcome feedback from them - both positive
and negative. I personally deal with letters and emails, and have recently added a
feedback form to my website. If I can improve my service to my customers, I will -
if there are obstacles preventing me from providing what my customers want, then I
will explain this to them. It is my ambition to stay the best - not second best. So
far, I have achieved this with the support of my customers and staff.
Amara Timber has gone from strength to strength, while maintaining our quality of
service and customer focus. We are now a limited company and look forward to serving
the public for many years to come!