Frae’s Donald Murray

Islington’s exceedingly trendy Camden Passage welcomed a new addition last year. Rather than another boutique shop, a small corner of the street was taken over by Frae, a frozen yoghurt shop committed to using all-natural products and recycling as much as it can.

After a year of queues going round the corner and many enthusiastic reviews, Frae has opened another branch in Notting Hill. The London Word caught up with one of Frae’s founders, Donald Murray, to find out how the company has become such a success in a short space of time.

How did you first start up Frae?

‘My business partner, Martyn, and I were working in the City as lawyers. We were always on the lookout for a business of our own. It was after a trip to New York that we got to thinking about frozen yoghurt.

‘We started doing some research and after a period of time, we jacked in our jobs, took the plunge and here we are.’

Your outlet in Islington has a very friendly feel, with Polaroids of the customers stuck up on the wall…

‘We wanted it to have quite a tribal feel, so people can have much more of a personal connection to the place. And it’s also just a bit of fun and the people that come in enjoy participating.’

What were the reasons for choosing Notting Hill for your new outlet?

‘It’s a similar location to Islington in that it’s quite an affluent area with the same sort of people who are likely to be interested in what we’re offering. Plus we’re right on the high street and very close to the tube, so we’re very happy to be where we are.’

Is the new English strawberry flavour a nod to London?

‘Yeah, we’re trying to mix it up a bit. We’ve dropped the Green Tea flavour for the time being or just put it to one side.’

Because there was a heavy American influence when you first started…

‘Sure, and that’s because it’s an American product. We also used to have a lot of American-inspired toppings like Captain Crunch and Golden Grahams cereal. But they just used to sit there because no one really knew what they were. So we introduced Kit-Kat pieces and people have gone crazy for those.’

Where else would you like to open a store?

‘We’ve been looking at another store by February or March next year so we’ve been looking round various places. There have been various places like Soho or the West End that we’re considering but we haven’t settled on anything yet.’

Do any of your ex-workmates come round and see you?

‘Sure, but that’s also because I still play football with a lot of them. We’ll come back here and grab some frozen yoghurt before getting a couple of drinks.’

You’ve grown quite a lot over the past year and as you expand more and more, is it going to be difficult keeping the values you have at the moment, such as keeping the yoghurt organic and recycling as much as you can?

‘I don’t think it will be difficult because Martyn and I are still very much involved in the running of things. We train the staff ourselves and so we make sure that they know what we’re all about, keeping the yoghurt 100% organic and reducing the amount we, as a business, impact on the environment.’

What advice would you give to any budding entrepreneur?

‘Look for a concept or new angle on something that you think you could do better. And then go for it. There’s no real right or wrong way of doing things so you’ve just got to grab the bull by the horns and ask yourself “Do you want to do it?” Most people are just happy to talk about doing something new and exciting but then don’t follow through with plans that they’ve made. So all I’d say is that if you’ve got a good concept, you’re prepared to work seven days a week and not take many holidays for the first two years, then it really is worth it.’

Frae
27 Camden Passage
Islington
N1 8EA

Tel: 020 7704 6538

47 Notting Hill Gate
Notting Hill
W11 3JS

Tel: 020 7243 2678