Will McGill speaks to Jo Asquith, Owner of Frankie & Johnny’s Cookshop, an award-winning kitchenware emporium on York’s Bishy Road. She discusses the joys and challenges of running an independent shop, the impact of changing economic conditions, and why York’s quirks make it the perfect place for a cookshop.
Jo Asquith and her husband Tim.
York is a city full of history, charm, and a fair share of quirks—including the famous “Snickelways” (tiny medieval alleyways), an annual Viking Festival, and a law that supposedly allows the killing of a Scotsman within the city walls—so long as it’s with a bow and arrow (thankfully, this law is no longer enforced!). Amidst this rich history and humour sits Frankie & Johnny’s Cookshop, an award-winning emporium of kitchen delights, gifts, and general loveliness.
Situated on Bishopthorpe “Bishy” Road, just outside York’s ancient city walls, Frankie & Johnny’s is the go-to shop for those who love to cook and bake, want to find quirky and inspiring gifts, or need to send beautiful greeting cards from one of the best selections in the area. Stocking an ever-evolving range of cookware, tableware, bakeware, preserving jars, basketware, and sugarcraft supplies, the shop also boasts a beautiful selection of gifts, candles, greetings cards, and wrapping paper. They take pride in offering the latest innovations in kitchen design, including sustainable products like reusable coffee cups, beeswax wraps, and lunch bags made from recycled plastic bottles. Additionally, they are one of the largest stockists of traditional Polish Pottery in North Yorkshire.
How are things? How has business been?
“We had a great Christmas and fourth quarter, and so far this year, things have been going really well,” says Jo Asquith, Owner of Frankie & Johnny’s Cookshop. The independent kitchenware and homeware store has continued to thrive, attracting loyal customers with its diverse product range and welcoming atmosphere.
What have been some of the biggest challenges and proudest moments?
Like many independent retailers, Frankie & Johnny’s faced significant hurdles during the Covid-19 pandemic. However, Jo and her husband, Tim, managed to navigate this challenging period without incurring debt. “We kept all our staff and paid them in full throughout the whole period,” Asquith states, emphasising the shop’s commitment to its team and community.
Are you members of any associations? Why?
Jo and her team are actively involved in several organizations that support independent businesses. “We’re part of the Bishy Road Traders Association, which helps us organise events and support other local traders,” she explains. They are also members of Indie York, which promotes independent businesses across the city, and BIRA (the British Independent Retailers Association), which provides valuable buying power and expertise. “BIRA was incredibly helpful during the Covid period,” Asquith adds.
How do you stay up to date with the latest products? Do you attend any trade shows?
“We keep up to date with the latest products and trends through magazines, suppliers, trade shows, and other retailers,” she shares. This proactive approach ensures that the shop is always stocked with fresh and exciting products that appeal to a wide range of customers.
Who are your main suppliers? Which item lines sell well? Why do you think that is?
The shop works with a variety of suppliers, including Lifestyle Brands, Dayes, Captivate Brands, Sophie Allport, Culpitt, Eddingtons, and Horwoods. “We sell a huge variety of products and stock over 6,000 SKUs,” Asquith explains. “Every day, we contemplate which has been the best seller, and every day it’s different!” The shop’s unique appeal lies in its extensive range—customers can come in for a wooden spoon and leave with a selection of homewares, gadgets, gifts, and greeting cards. “That’s the USP of a physical shop!” Jo says enthusiastically.
Who are your main competitors? How do you ensure customers choose you over rivals?
Rather than competing directly with other local businesses, Frankie & Johnny’s works collaboratively with neighbouring retailers. “We ensure that we don’t stock the same products, so price isn’t an issue locally, and customers have a wider choice,” Asquith explains. Being the only dedicated kitchenware shop in the area, they offer an exclusive selection. “Our friendly and engaging staff make a huge difference—we offer customers suggestions and alternatives, making their shopping experience enjoyable.”
How do you attract new customers?
A combination of visual appeal and digital presence keeps new customers coming through the door. “We regularly refresh our window and shop front to keep things interesting,” Asquith notes. Social media plays a significant role in engaging customers and encouraging interaction. “Being a member of Indie York also helps—we’re featured on their widely distributed map, and we take part in their promotions and activities.”
What are the main challenges of running a business in today’s retail industry?
One of the biggest challenges is suppliers increasing their minimum order rates. “We only have a small storage space and work with over 200 suppliers,” Asquith explains. “If minimum order rates keep rising, we may have to streamline our suppliers, which could affect our product variety.”
Another major concern is the upcoming budget changes in April. “With increased rent, rates, wages, and national insurance, we’ll need to take an extra £20,000 over the next year just to remain static!” Asquith highlights the financial pressures that small businesses are facing.
What would help make your life easier as a retailer?
“Smaller minimum order rates, lower business rates for small independent retailers, and more support from the council—especially with Christmas lights and street decorations,” Asquith suggests. These changes would help ease some of the financial pressures on independent businesses but also make UK highstreets a more pleasant place for consumers.
Do you have any plans for the rest of 2025 and beyond?
“Keep to the plan, stay enthusiastic, and enjoy!” she says. The couple recently renewed the shops lease for another six years, reinforcing their commitment to the business and customers.
Is there anything else you’d like to add?
Jo and Tim have owned Frankie & Johnny’s Cookshop for six years, preserving the shop’s original name, which was inspired by a local couple who first opened it. “It’s also one of our favourite films,” Asquith reveals. “We now have some original film and music merchandise in the shop as a little nod to that history.”
With their passion for retail and dedication to their community, Frankie & Johnny’s Cookshop continues to be a cherished part of York’s independent shopping scene. Whether you’re a passionate cook, a baking enthusiast, or just love finding unique gifts, a visit to this delightful shop is a must when in York. And if you do stop by, don’t forget to share your baking photos with them on social media—they’d love to see what you create!
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