> ## Content Index > Fetch the complete content index at: https://www.foundedbywomen.org/llms.txt > Use this file to discover other available public pages before exploring further. # Lisa Morris of Wye Knot on Letting Customers Shape What Goes on the Shelves - URL: https://www.foundedbywomen.org/women-who-lead/lisa-morris-of-wye-knot-on-letting-customers-shape-what-goes-on-the-shelves/ - Published: 2026-10-22T01:43:39.000Z - Updated: 2026-10-22T01:43:39.000Z - Author: Editorial team - Tags: Women Who Lead Lisa Morris had wanted to own a gift shop for around six years. After moving to Wales in November 2025, having previously worked as a school cleaner, she opened [Wye Knot](https://www.wye-knot.co.uk/?ref=foundedbywomen.org) on the High Street in Builth Wells on 29 June 2026. The shop is built around gifts and cards with personality, the kind of things that might make someone smile or start a conversation. Its range includes Welsh sheep and dragon gifts, Highland cow products and a growing selection of cards, and an online shop launched in mid-August. In this Q&A, Lisa shares why she took the leap with no retail background, how she tests ranges with small orders before committing more money, and what her first Christmas and her longer-term ambitions mean for the shop's next stage. > Know a founder (or are one) doing incredible work? **Founded by Women Awards** are open for entries. Showcase your story, gain visibility, and connect with a community of leaders. 👉 [foundedbywomen.org/awards](https://www.foundedbywomen.org/awards/) --- ### Q: What made you open Wye Knot in Builth Wells, with no retail background? Living in Wales had been a dream since childhood, and I had wanted to own a gift shop for around six years. Before moving, I worked as a school cleaner at Sundorne Academy in Shrewsbury, so opening Wye Knot was a completely new direction for me. My husband Ian and I had visited the Builth Wells area regularly before moving to Wales in November 2025\. When the High Street premises became available, I already knew the owners. With help from family and friends, we transformed the shop in two weeks and officially opened on 29 June 2026. I wanted a shop with personality, full of things that might make someone smile or start a conversation. I'm learning as I go, and the support from neighbouring businesses, recommending us and sending customers our way, has meant a great deal. ### Q: How do you choose what goes on your shelves, and what has surprised you about what customers actually buy? Quality, value, presentation and personality all influence my choices. I start with smaller quantities across different ranges, taking suppliers' minimum orders into account, so I can see what customers respond to before committing more money. I expected Welsh sheep and dragon gifts to be our strongest themes, but Highland cow products have performed better than I anticipated. Cards have also become an important part of the shop, and we recently added another 65 designs. Another lovely discovery has been how many customers share my preference for cards that are blank inside. They tell me they enjoy adding their own personal message. The biggest lesson is to stay open to being surprised. My own preferences help me choose an initial range, but actual purchases help me decide what to develop. I look for demand that continues, while keeping some money available to reorder what works. ### Q: What's next for you and the shop? Our immediate focus is our first Christmas. I'm using what customers have bought so far to guide the seasonal selection, while balancing Christmas-specific products with gifts that will still be suitable afterwards. Our online shop launched in mid-August, so developing that alongside the High Street shop is another part of the next stage. Longer term, the response to cards has encouraged me to explore the possibility of larger premises with room for a broader greetings selection. That is an ambition rather than a confirmed move. For now, I want to keep learning from customers and let their response help shape how Wye Knot grows. > Are you a woman leader with an inspiring story? Founded by Women elevates the voices of women making an impact. > Breaking barriers or paving the way for others? We'd love to feature you. Get in touch! 👉 [hi@foundedbywomen.org](mailto:hi@foundedbywomen.org)