Penelope Sacorafou is one half of the talented young team behind Fox & Squirrel; a London based company that offers creative walks for the culturally curious. Since its launch in 2010, Fox & Squirrel has been voted best guided walks in London and, according to The Guardian readers, its food walk is the best guided food walk in the world.
So what makes Fox & Squirrel walks different from all the other tours in London? Well, rather than focusing on traditional tourist attractions and historic sites, they offer an authentic view of London; one curated by creative professionals who love fashion, art, food and architecture. Guides include art experts, stylists, photographers and foodies who are bursting with knowledge and who are keen to show a more unusual, less experienced and most fascinating side of the city – the side which reflects the diverse creative currents that are contributing to London’s evolution.
Sounds cool to us! We spoke to Penelope to find out more about her company and her journey to doing what she loves… ~Rachel
Penelope Sacorafou, co-founder of Fox & Squirrel
1. How are you ‘doing what you love’?
I am doing what I love because I have a lot of support from my peers, friends and family. My father, a successful businessman in his own right, was the first to encourage me to set up my own business while my grandfather, another entrepreneur, always told me while I was growing up that I’ll spend most of my life at work so I should make sure I love it. My mother was an inspiration too. She had a workshop at the bottom of our garden where she made the most beautiful objets des arts. People could tell that her creations were a labour of love, and that is why they were so popular. My fiancée Douglas, is the one I receive most support and encouragement from now. He is the one that listens to my worries and hears me moan, but he always picks me up and is the first to celebrate every success.
2. What inspired you to start Fox & Squirrel?
Unemployment. I graduated in 2009 and all cultural and creative jobs had vanished, either because govermment funding had evaporated or because people were not investing in it as much. I really struggled with keeping my confidence which was particularly brought down by having to do a slew of non-paying internships. That new year I had spent with my father who very bluntly said to me ‘Why work for free for someone else when you can work for free for yourself’ and that was it! I knew I always loved history and I knew I loved exploring cities so I combined the two and started For & Squirrel in 2010.
3. Have you always wanted to be a cultural entrepreneur?
I’ve always wanted to work in the cultural and creative industries. I spent many summers working in museums and galleries in London, Athens and Nicosia, the capital of Cyprus. I suppose I’ve always wanted to be surrounded by ideas and beautiful things.
Hands & Lock, Luxury Fashion Walk
My goals and dreams have become more realistic as I get older. When I was younger these ambitions use to get me down. I would wonder how an earth can I achieve what I want to achieve. Point is you can, just do one thing at a time. Have one goal and go for it. The next goal will always evolve from its predecessor.
4. You’re passionate about how London’s history has been shaped by its local businesses and heritage brands: where does your interest in the capital come from?
I grew up in Nicosia. After the fall of the Berlin wall, Nicosia branded itself as the last divided capital in the world. I thought to myself, how strange to want to brand a city by its tragedy as oppose to its successes. The way a city carries itself impacts its residents and vice versa. Upon moving to London in 2008 I wanted to be part of the city’s positivity, and in my opinion that positivity comes from the city’s start ups, creative individuals, local businesses and rich history. I immersed myself in that. Now, I walk though London, I look up to see beautiful 17th century sculptures and wonder which craftsman made them, I wander into new areas and make it a promise to try and meet every local business and hear the owners story. It is a refreshing way to experience London…
Gieves Room at Gieves & Hawkes, Luxury Fashion Walk
Davide Taub, head cutter at Gieves & Hawkes, Luxury Fashion Walk
They are very different. Ours are not all about history, and possibly because we are historians we know that history is best discussed instead of being narrated in a top down approach. Our walks are a lot more about conversations, and those can be with the city’s past, our audience and our guest speakers. We like our walks to connect people with one another, connect people with places and at the end to give rise to new meanings. For example, our craftsmanship of food walk which is led by my business partner Lindsay Faller, includes visits to a bookshop to go through old cooking recipes and techniques, a visit to cooking school to meet chefs and students plus stops at local restaurants and ends in the British museum. All the while Lindsay walks our guests through Bloomsbury discussing the area’s history and evolution, and the notorious Bloomsbury set and their impact on culinary traditions.
Meeting Maureen, Northbank Food Walk
Meeting Elsa on the Brixton Food Walk
6. What does running you own business involve? Describe a typical day in your life…
Not one day is typical, I can tell you that much. It is never 9 to 5 either. It can last longer or it can be shorter that that. I think that is what I love the most, the flexibility of work. Saying that the anxiety involved in running your own business can be tough. One needs to learn how to switch off and that is a life lesson in itself. My mornings usually start with a quick debrief with Lindsay, answering emails and checking bank balances. It involves many meetings, a lot about what we do depends on networking so it is important to constantly meet new people and talk about ways Fox & Squirrel can grow. We write articles for a number of publications so afternoons are usually reserved for doing so and if not we tend to have our noses in books as we research a hell of a lot.
7. What are the best, and worst, bits about being your own boss?
As I mentioned above the anxiety seems to be immense. It is all great to love your job and have a passion for what you do but at the end of the day London is an expensive city and if your passion is not providing enough then it is better left to be a hobby. However, that said, business is cyclical and so after every low you have a high so never give up when the times get tough always plough through. I love being my own boss exactly for that reason I can make the decisions that are best suitable not only for my business but primarily for myself and for Lindsay.
Business partners: Lindsay (L) and Penelope (R)
8. What are your top five tips for setting goals and making them happen?
Write them down; Prioritise; Give yourself time; Strategise; Go get them!
9. When you launched Fox & Squirrel did you have a business mentor, or did you look to any particular companies or individuals for guidance and inspiration?
My father he was always a good sounding board; my mother repeatedly emphasised the need for a pension (who thinks of pensions at the age of 26?); John Amphlet, a friend, has been a great business mentor. But, generally I do not look at other examples of business management because every business is different, every customer is too, and if you go too much by the book you end up quashing your creativity.
10. What does being creative mean to you?
Evolutionary and adaptable in equal measures.
11. What advice would you give anyone who isn’t doing what they love?
Try and find exactly what it is you love, but also know that growing out of love with something is fine too. Be true to yourself.
[Image credit: Duncan Nicholls]
For more information about Penelope, or to book a creative walk with Fox & Squirrel, visit www.foxandsquirrel.com
