WHEN Wirral entrepreneur Verity Smith was looking for a great business idea - she ended up putting her big foot in it.

Or rather she came up with a business plan centred on people being able to find a welly to fit their feet properly.

Tired of seeing people hacking their wellies down the side to make them wider, Verity Smith, from Willaston, set up The Wide Welly Company in 2015.

Her objective was to develop welly boots with wider calves, which could comfortably fit thick socks and jeans.

Her love of manufacturing and great customer service is what has driven her to spend the last few years developing the welly design, product specification and customer satisfaction. Taking all customer feedback, Verity works very closely with her manufacturer to continually develop the product.

Chester and District Standard:

Wide wellies

As a result of embracing all feedback, she is very close to her customers and has a very loyal following with people eager to tell others about her fantastic wellies and some willing to do a 2.5-hour round trip to buy a pair in person.

One customer recently said: “This has been amazing customer service and I will happily recommend this product and company to my friends and family. It’s really refreshing these days to get a company to listen, so thank you so much.”

Despite overseeing production and being hands on with quality control, Verity carries out further checks before each pair of wellies are wrapped and dispatched to customers, with a personalised hand written note of thanks.

Until recently, Verity sold her boots exclusively online through her website www.thewidewellycompany.co.uk, eBay and Amazon. In early March, she partnered up with Bought with Love Interiors in Hoylake to create her first ‘in shop’ display of wellies.

Verity, 49, was born in South Yorkshire, grew up in South Croydon and came back up north to study food manufacturing and distribution at Manchester Polytechnic. She now lives with her husband, two girls aged 12 and 11 and their three cats in Willaston.

Chester and District Standard:

Verity Smith

Her wellies are made in China where Verity spent several weeks with the manufacturer, a company used by several well-known welly brands, to understand the end to end process and make sure she was completely happy with the quality of the welly produced. She even sat on the production line, cutting the fabric straps which are now used to securely fasten the adjustable gusset on the side.

It takes more than 100 pairs of hands to make just one pair of wellies.