Jack and Hilda’s: The reason behind Narrabeen tea room’s shock closure

A shop which sold traditional high tea in Narrabeen has closed, with the owner revealing why in an exclusive interview.

Jack and Hilda’s owner Stephen Shailer reveals why the tea room in Narrabeen closed. Picture: Facebook

There were high hopes for a Narrabeen shop which offered traditional high tea but the owners have announced its shock closure, just two months after opening.

The owner of Jack and Hilda’s, posted an emotional video and message on a Facebook community group stating, “it just wasn’t meant to be”.

The tea room opened at the height of COVID-19.

A tea shop in Narrabeen has announced it has closed after the owners realised it wasn't “the right site”. Picture: Facebook

“There’s been a lot of different reasons why we came to our decision. We just felt this isn’t the right site and for a number of reasons and we’ve had to close,” owner Stephen Shailer said in the video.

“Even though the shop itself has failed, we’ve learnt a lot about the product ourselves and customers. I would love everyone to follow us and keep giving us the same level of support.”

jack and Hilda’s offered traditional high tea. Picture: Facebook

Finger sandwiches are always a high tea favourite. Picture: Facebook

The Facebook post on the 2101 community page exploded with comments, with residents expressing their disappointment.

A customer stated: “I visited Jack and Hilda’s tea shop twice. I found everyone working there so friendly and helpful. I had a coffee and scones and cream with home made raspberry jam and I felt homesick for the UK.

“I went back the following week with all my family and we had a great time. The chai tea that time was amazing. Really sad to hear Jack and Hilda’s is closing please do come back in a different location soon.”

The tea room has been packed up as the owner starts a new venture online. Picture: Facebook

Speaking to the Manly Daily Mr Shailer revealed what went wrong.

“For our product to work it requires that sense of intimacy, a relaxed environment, somewhere we get foot traffic but not where we’re seen as a cafe location,” Mr Shailer said.

“We didn’t see a future at this site. The shop itself was stuck in the middle of the lagoon and the beach, so we didn’t have the benefit of having customers coming from either.

“We had some amazing reviews. There are people who really enjoyed it and became raving fans but we just didn’t see that convert into sales.”

A tea shop in Narrabeen has announced it has closed after the owners realised it wasn't “the right site”. Picture: Facebook

His latest plans involve rolling out an online business selling specialty teas before opening another shop next year.

“I’m talking to you from outside a tea bagging warehouse to purchase our first set of pouches so we can start selling teas online, coffee roasters, coffee pods and after working with the tearwears from our shop, we know what works and doesn’t work so hopefully by mid 2021 we’ll start selling those.”

Jack and Hilda’s was named after Mr Shailer’s grandparents.

“The shop was built on my inheritance from them, so it was in their memory. It really mellowed my heart when older customers would come in and talk about how they missed home and needed this experience. That’s what we wanted.

“In the UK where I’m from you can’t go more than five miles without seeing a tea room. We wanted to bring that experience over here to Australia and the suburbs, and we will one day”.