Vaper Expo Showguide 2019 VAPOUROUND-MAGAZINE-MAY-SHOWGUIDE-2019 WEB_compressed - Page 81

other than laugh at me frankly if I’d gone in and said ‘I want to start manufacturing in South Wales in the middle of a recession – it just didn’t sound like a good idea, so I didn’t even bother going to them or asking them.” But this self-start-up just “built and built from that £200 investment to £2 million a year turnover within a few years.” After securing their first premises back in October 2009, the Decadent Vapours team expanded to four employees by the end of the first year, giving them further freedom to experiment. Listening to the vaping community, they initially held online raffles where a flavour suggestion was chosen each month. That flavour was then manufactured, shipped to the user who had inspired them and then put on sale for the general public. Decadent Vapours have now produced hundreds of flavours – over 300 in fact – in thousands of different variations, from caviar to curry, roast beef to rainbow fruit, to Peter’s personal favourite: their award- winning absinthe juice. “I think we hit the wave at just the right time, if I’m honest it was largely timing – that and a very public presence on the forums. I think being community-involved is the key, that and the internet, the amount you push business. You need to make opportunity for yourself online by getting involved in the community, not just spamming them with ads, really, actually get involved – because people can tell.” “I think in the juice market we did capture that sense of variety and vaping different things by really embracing some of the exotic flavours. You don’t need to advertise it if you release a roast chicken e-liquid because everyone is going to see it, their jaws are going to drop and they’re immediately going to start emailing their friends saying, ‘Oh have you seen this?’ Attributing the success of Decadent Vapours to a number of factors, Peter’s determination and faith in the industry seems resilient. With regulations imposed over the years, the company rose to the challenge and met with the MHRA to combat the ‘light touch appropriate regulations’ they were facing, regulations which they say could have cost the company up to £20 billion to comply. “They said that each product would have to be tested to get a license, just like a medicine, and that would cost somewhere in the region of half to one and a half million pounds per product. It would cost my company something in the excess of £20 billion to comply.” “It was the middle of the recession, early 2009, I had no previous experience, no bank was going to lend me money or do anything other than laugh at me frankly if I’d gone in and said, ‘I want to start manufacturing in South Wales in the middle of a recession – it just didn’t sound like a good idea, so I didn’t even bother going to them or asking them.” “We just weren’t going to take no for an answer, we got [together] the facts and the studies. We mobilised too much of the vaping community for them to just be able to shut it down.” Here’s to another Decadent decade. VAPER EXPO SHOWGUIDE | 81