Inside Crockett And Jones With Managing Director Jonathan Jones

Forbes

2 days ago

Crockett & Jones campaign
A master of shoemaking since 1879, Crockett & Jones has built a reputation for crafting the finest shoes from their headquarters in Northampton. Still family-run, the brand continues to grow its loyal customer base, who all appreciate handcrafted Goodyear-welted footwear that are made with the same care as they were over a century ago.
It's no surprise then, that the brand appeals to well-dressed men. Worn by some of the most quintessentially British names, cue Daniel Craig (as James Bond), Prince William, Eddie Redmayne and Tom Hardy, Crockett & Jones has been their go-to for everything from red carpets to royal engagements.
Managing Director Jonathan Jones, great-grandson of co-founder Charles Jones
Managing Director Jonathan Jones, great-grandson of co-founder Charles Jones, discusses the heritage of his family's brand, the art of British shoemaking, and the future of Crockett & Jones.
Jonathan Jones: At Crockett & Jones, we strive to maintain the same standards set by our predecessors. Whilst our machinery has been updated over the years, we fundamentally follow the same processes with an emphasis on quality. We have operated in the same buildings since the 1890s, and take inspiration from our classic styles produced a hundred years ago.
The words of one of our founders, below, form part of our DNA; 'Apply the best that is in you to the subject of technical education. Whether it be in the making of lasts, or the patterns, or the manipulation of materials, do not be satisfied until you have done your very best. Do not say 'This will do' or 'That is near enough.' If it is not right it ought not to do. Whether it is in the boot making or in the selling your aim should be to get the best fit possible. You will thereby cement the loyal support of your customers. Cultivate a sense of personal responsibility. Keep your own counsel and with perseverance and proficiency, such as you can attain by close technical study, you are bound to succeed.'- Sir James Crockett
Crockett & Jones heritage shot
JJ: We take this to mean aiming to be the best in our standards of workmanship and use of materials. The high standards of earlier shoemakers act as an inspiration for us. This knowledge and expertise is passed down from generation to generation.
Crockett & Jones heritage shot
JJ: The manufacture of high-quality Goodyear-welted shoes remains very labour intensive, requiring a highly-skilled workforce to carry out more than 200 separate operations during an eight-week period. This method, originated by hand-makers centuries ago, gives the shoes an exceptional degree of strength, durability and comfort in wear.
The Goodyear welting process spans several production departments, each necessitating a multitude of different skills and experiences to ensure the shoes are completed to our exacting standards. Many of the operations, relying on excellent hand-eye coordination, take years to learn, and a lifetime to master.
Crockett & Jones campaign
JJ: High-quality materials, skilled labour, consistency through our management and continuity through thoughtful product development.
JJ: There are many, the most important fundamentals of shoemaking, that have the biggest, and maybe lesser-known impacts on customers are leather quality — the quality of the leather we are using is second to none. We source our calf leather from the best tanneries in Europe, some of whom we have been dealing with for more than 50 years.Also our fit, the shoes and boots fit extremely well and are often regarded as comfortable from the first wear. These are the tried and tested reasons why many of our customers continue to return to Crockett & Jones time and again, and repeat business remains the foundation of our company's strength. There are, of course, other design details that one could highlight but the true value of our shoes lies in the materials and the fit.
Crockett & Jones campaign
JJ: Sustainability is a broad subject that companies can approach from many different perspectives. We believe the Crockett & Jones ethos is inherently sustainable. There are a few reasons why we consider our shoes to be more sustainable than much of the footwear around today.
Materials: In our opinion, you can only produce high quality shoes by utilising and fully understanding high quality materials. All of the leathers used in the production of Crockett & Jones shoes are a by-product of the meat industry which, if not used, would be waste. By utilising high quality, natural materials in the production of our shoes we ensure they age well, in accordance with their owners!
Crockett & Jones heritage shot
Repairable: One of the benefits of owning a pair of Goodyear welted shoes is that you can have them re-soled without damaging the uppers, thereby prolonging their lifespan for many years. Think of it as giving your footwear a second lease of life!
Timeless Product Development: As a family run business, Crockett & Jones is not at the mercy of shareholder pressure or growth driven strategies, and we do not overproduce our products or flood the market with seasonal changes. Sustaining our production to meet the demand from sales is a balancing act that requires great skill and even greater knowledge. Continually studying sales data to understand customer demand in turn minimises seasonal wastage, and reduces product discounting.
The result of the above is a collection of footwear that truly stands the test of time with 'longevity', a word seldom used in 'fashion', at its core. Consumers have a responsibility to 'buy less and buy better.' Thinking of the long-term and sending shoes back to be repaired and rejuvenated is the right approach for the future.
Crockett & Jones campaign
JJ: We have participated in three James Bond films; the first one being Skyfall in which we had four C&J shoes featured. The styles were chosen for the films in collaboration with the Eon Production team together with input from Daniel Craig who was familiar with our collection.
Crockett & Jones campaign
JJ: We are great believers in maintaining continuity. Whilst we are operating in times when newness and marketing image is considered important, our loyalty comes from the consistency of workmanship, design, collections and service that we provide.
Crockett & Jones remains committed to producing timeless, stylish and wearable classics. We consciously don't chop and change our product collections thereby ensuring that customers are able to re-purchase their trusty pair of Boston in Dark Brown Suede or Connaught in Black Calf (that they may have loved for two, three or even four decades!)
Choosing materials and colorways that stand the test of time means that styles like our Coniston Derby Boots in Tan Scotch Grain, perhaps purchased in the mid-90s, remain as up to date today as the date they left our factory. However, as an example of evolution, Coniston is now available in additional versions including Dark Brown Scotch Grain, the very popular Dark Brown Rough-Out Suede and Black Rough-Out Suede with a lightweight, chunky rubber sole - a very different aesthetic from the original but still Coniston.
Crockett & Jones campaign
JJ: With the global trend for casual dressing and sneakers becoming mainstream, the market for traditional craft made shoes is gradually reducing. However this will create opportunities for the remaining high-quality makers of traditional leather shoes when trends change and demand recovers. We think high quality shoes like ours, that last and look better over time, will be even more valued and appreciated in the future. There is potential for us to therefore attract more customers and increase our distribution around the world. It's always a challenge to maintain the high standards of our shoe making, but satisfying to know how much our customers appreciate the finished product!
Crockett & Jones campaign