A seasonal shop based on a farm estate has unveiled its most ambitious display to date.
Rougham Estate near Bury St Edmunds opens its seasonal Christmas Shop every year for two and a half months in the lead-up to the festive celebrations - attracting huge numbers to the site's Blackthorpe Barn complex.
But this year, estate owner George Agnew and his partner Ady White have taken their Christmas concept to a new level at the shop, which opened today.
Two giant tree trunks have been craned into place and sculpted into a fabulous winter wonderland featuring a host of woodland creatures. Tiny doors have been carved into the wood, and rooms created.
It took two cranes to deliver the trunks to their new home and then a team of carvers worked on achieving George and Ady's concept of two trees growing out of the roof - and bringing the outside inside their Christmas-themed land of enchantment.
"My dream was to make it like a Dr Who moment with two trees crashing through the roof and woodland creatures immediately occupying it," explains Ady.
They brought the trunks into the shop before 8am to avoid being seen by members of the public and the carving team then worked on them over several days.
"It's insane and in terms of business it's just stupid really - but it's a passion. It's what we really believe in," says George.
It's 33 years ago since the estate started to focus in on the Christmas market - and 30 years since the Christmas Shop was launched. Over time the building and the shopping experience has been improved and the concepts refined.
The café began as a side-shoot of the shop but as demand grew, George and Adi saw scope for an all-year-round catering outlet.
Recently, they launched the Garden Room shop to create a year-round shopping experience for customers who enjoyed their seasonal retail therapy.
It was conceived as a complementary side-business to the estate's Christmas tree plantation which sells large numbers of trees to both commercial operations and householders every year.
"We had no idea the way this thing works is you buy in January," recalls George. Instead, they rush-bought a few weeks before - learning the hard way that to get the best stock they needed to plan.
"You learn nobody in the business is going to tell you their secrets - so you have to start somewhere," he says.
"You either love it or loathe it. Because the people are looking for are doing these lovely things you are going from one wonderful person to the next. You think you have masses of time but you just don't," he says.
"If you love Christmas that's all right. Actually I think buying the stuff in January your head is still in that winter world - I think that's the perfect way to do it."
Each shop display has a theme and a story, which is seen as essential to drawing in shoppers.
"The gingerbread story is a very popular one for us - I saw the opportunity to expand it," explains Suzy.
As well as tree decorations and lights the shop stocks giftware with textiles such as seasonal cushions, draught excluders and throws becoming increasingly popular. "Table scaping" or dressing tables with a Christmas theme is also popular.
The focus is on a move away from plastics where possible to more sustainable materials. A Scandi Christmas area features wooden decorations and there are also porcelain baubles.
Many of the suppliers are family-owned with British designers, says George, and ones that they have come to know and appreciate through 30 years of buying. There are also brands such as Moulin Roty from France, Santa and Friends based in Denmark and the UK-based Recycled Candle company creating candle designs from used candles.
"It's a bit of an act of faith because they are not cheap (Moulin Roty). While having price points at all levels we try and not be frightened of having some higher end things," he adds. "Our particular focus is on the really beautiful things that are really special."
Some families will choose one bauble a year to add to their collection, he explains, and love the experience of coming to the shop at the right time of year to make their selection.
"Everything is a very considered purchase," says Suzy.
Creating this year's shop has been a 10-month-long project.
"We are really excited to show the customers the transformation we have made this year and hope they like it," she says.
"We are very proud of it and we know that people are really excited to come and see it and we are really excited to show people what we are up to."
It has been a big investment - as well as a labour of love. For George, the tree trunks are his favourite addition this year.
"It's suddenly come together because when it's all being constructed it's like a building site and it's hard to believe it will ever become the shop we are dreaming of," says George.
He is leaving the estate in the hands a trust so that the public can enjoy it after his death and this year launched a series of walks there.
Ady adds: "I'm very proud of it. It was a bold decision to make the changes and give it that fresh look."
He adds: "I think it's the best one yet and I pushed my creative juices to the limit because there were some really risky decisions involving other people to create my dream."
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