THE CHANGING FACE OF THE VAPING COMMUNITY
Garry Golding of Vapourwise is ushering in a new , more inclusive kind of vape shop . What are the first things that pop into your head when somebody mentions a vape shop ? Clouds , vape decks , rows of brightlycoloured bottles and mods in glass cases are the foundational images for most . But beneath the surface , what kind of atmosphere and overall feeling do you envision ? Is a vape shop usually relaxed , hospitable and open ? We think so , but not every new vaper has had the best experience , and in this feature , we ’ re talking to someone trying to make these qualities universal to the UK vape scene . Garry Golding is the founder of Vapourwise , and has made it his mission to run a vape business as welcoming and inclusive as possible , and he ’ s already seeing excellent results . “ I started vaping three-and-a-half years ago ,” says Garry . “ At first , I ordered all my liquids online , but had a pretty bad experience of it . After one too many cases of getting poor quality products , I started going to vape shops . There weren ’ t many such places in my area when I started vaping . I tried them out and found
226 | VM14 a bit of an unwelcoming and intimidating atmosphere for a beginner . There were big clouds in the place , and it had the feeling of a tattoo parlour or piercing studio , very youth-oriented . I have nothing against that sort of thing at all , it ’ s a matter of taste , but I would have liked something for vapers who don ’ t fit into that traditional box .” While we love the established image , attitude and subcultural traits of vaping as a business and a consumer activity , we should never discourage its continued diversification . Vapourwise stores hire young and mature staff , and see an enthusiastic influx of diverse regulars who reflect the company ’ s values . But how did this new addition to the industry get started ? “ I ran my own plumbing company for twenty-five years . About six months after taking up vaping , I decided to start my own vape shop and haven ’ t looked back since .” Garry passed the family plumbing business down to his son and soon had his first Vapourwise shop up and running . Vapourwise now has stores in Thatcham and Andover and the company prioritises helping smokers make the switch to e-cigarettes and have dedicated themselves to the idea that anyone can take up vaping at any time , regardless of their background . “ It ’ s been really well-received by the local communities , and we attract all sorts . There are smokers who want to switch coming in , but also ardent vapers who have been cloud chasing and coil building for years , and they like our unique approach , it ’ s a nice break from what you usually get .” With accessibility as his theme , Garry has taken Vapourwise online , building a straightforward , user-friendly site for visitors to navigate . www . vapourwise . co . uk “ We ’ ve now got two stores and an online presence , and are opening two more next year .” With a trademark style cemented , Vapourwise has confidently expanded their brand to include their own selection of liquid lines , chief among them a 60 / 40 VG / PG mix compatible with any device , and test stations within stores . Riding high on a well-nurtured good idea , Garry Golding ’ s Vapourwise is attracting attention from numerous vape companies who want to sell on its site and from its shops .