- What is your name and what is the name of your business?
My name is Wayne, and I am the founder of Antiques of Sussex.
- What does the business do and who are your customers?
We are specialist buyers of gold, silver, jewellery, coins, medals, watches, antiques and other items of value. Our customers are anyone in Sussex who might be looking to turn unwanted or inherited valuables into cash. They could have a single gold ring, a collection of old coins, or any other collectables. What they all have in common is the need for a valuation process that is fair, transparent, and completely discreet.
- What’s the history of the business & what’s your role within the business?
The business itself is a modern venture, and it’s built on over 30 years of my personal, hands-on experience in the antiques and precious metals trade. I saw a need for a more professional, client-focused service that moves away from the dusty, intimidating image of a traditional antique shop. As the founder, my primary role is the lead valuer and the direct point of contact for our clients. When someone comes to us, they are getting my personal expertise, which is something I’m very proud to offer.
- How long have you had a virtual office here at Freshmill and why were you looking for one?
I’ve been using the virtual office service since establishing my new business in July 2025. While a large part of our service involves offering discreet home visits for clients’ convenience, we recognized that not everyone is comfortable with that. We needed a professional, secure, and neutral location for those who prefer to meet elsewhere. Freshmill provides the perfect solution: A prestigious business address and access to high-quality, private meeting spaces on demand.
- Does Freshmill work well for you and your business, and do you use any other services we offer?
Freshmill works perfectly for our flexible business model. The primary service we use is booking the private meeting rooms, as it gives our clients a choice: they can have us come to them, or they can meet us in a space that reflects the quality of our own service. The rooms are always clean, quiet, and completely confidential. On top of that, the amazing team at Freshmill makes my clients feel comfortable the moment they arrive, which is incredibly important to me. Having that professional alternative to a home visit is crucial for building trust and catering to every client’s preference.
- What is the most important lesson you have gained from your career so far?
That trust is the single most valuable asset you can ever build. In my industry, people are often parting with items of great sentimental or financial value. They need to be absolutely confident that they are being treated fairly and with respect. Every transaction, every conversation, is an opportunity to strengthen that trust. It takes years to build and only seconds to lose, and that knowledge guides everything I do.
- Where do you hope to be in 5 years time?
In five years, I aim for Antiques of Sussex to be the main choice for anyone selling valuables in Sussex. This doesn’t necessarily mean being the biggest, but being the most trusted. Success, for me, will be having built a strong reputation that not only brings clients back but also consistently attracts new customers through word-of-mouth and being found online for fair pricing, transparency, and professional, discreet service.
- What advice would you give your younger self just starting out?
Don’t be afraid to combine old-world knowledge with a new-world approach and to trust that your genuine passion is your greatest business asset. For years, the antiques trade operated in a very traditional way. I would tell my younger self to embrace technology and modern business practices much sooner, as they don’t replace your expertise – they enhance it and make it more accessible to a wider audience.
- What is your favourite quote/mantra?
My quote has always been, “Quality is the best business plan.” To me, quality isn’t just a business tactic; it’s a direct result of passion. When you are genuinely passionate about the history and craftsmanship of the items you handle, providing a high-quality, expert, and honest service is the only way you know how to operate. People notice when you care, and that care is the foundation of our quality.
- If you could, who would you switch places with for the day, and why?
That’s a great question! I think I would switch places with one of the curators at the Victoria & Albert Museum in London. To spend a day surrounded by that level of history, craftsmanship, and design, and have access to the stories behind each piece, wouldn’t feel like work at all. It would be a chance to focus purely on the passion for the items themselves, which is the heart of why I love this business.
