With 78% of local enterprises employing fewer than five people, the county is shaped by its micro-business community.
This is reflected across the visitor economy, where small and owner-operated businesses play an important role in defining Worcestershire’s identity and enriching the visitor experience.
One such business is Honeybourne Pottery, a family-run studio in the Cotswold countryside led by Annabel and Alan Cusack.
“Our studio is designed to give people time to switch off, slow down and enjoy making something by hand. Visitors of all ages come through our doors wanting to try something new, whether that’s the potter’s wheel or a seasonal workshop,” say Annabel and Alan.
The couple took on the studio in 2014 from Annabel’s parents, blending their professional backgrounds with a shared passion for ceramics. “We were ready for a more creative, practical way of life. Taking on the family pottery felt like the right step and a chance to build on the legacy already in place.”
Partnerships have supported the studio’s growth. Honeybourne Pottery works alongside accommodation providers, makers, and other local businesses. “Networking has helped us build relationships across the region. Being part of groups such as Visit Worcestershire and Cotswold Tourism has opened the door to strong, ongoing partnerships.”
Visitors from outside the region play a significant part too. “Many of our guests extend their stay by exploring the area — visiting cafés, independent shops, attractions and places to stay. Their spending helps rural communities prosper and supports jobs across the region.”
Running a small business brings variety and challenges in equal measure. “We wear many hats — from teaching to marketing, planning to managing our tableware line. Balancing everything alongside our young family can be demanding, but the variety is part of what keeps us motivated.”
As Small Business Saturday approaches, their advice for future entrepreneurs is straightforward: “Back yourself. Connect with others. Stay adaptable.”
Visit Worcestershire and Worcestershire County Council offer support to independent tourism businesses with practical guidance, tailored one-to-one support and consultancy to help owners strengthen and develop their operation.
To find more, go to visitworcestershire.org/trade/tourism-consultancy.
