Harrogate’s neglected Parliament Street properties – here’s what can be done about themReaders’ Letters: ‘There is a rush to change everything that used to make Harrogate a one-off’Harrogate shop moves to new town-centre premises after 100% increase in tradeBusiness Q&A: Jeremy Beaumont, Rhodes WoodMeet Harrogate’s unlikely TikTok star

If you were asked to guess which Harrogate business was leading the way on TikTok, a traditional gentleman’s outfitters owned by a man approaching 60 might not be the first place that came to mind.

But Rhodes Wood, a cornerstone of town centre shopping for three generations, has become a TikTok sensation since venturing on to the social media platform about five months ago. One video of owner Jeremy Beaumont showing how to tie a tie has had 10.8 million views.

The stats aren’t just impressive — they have translated into an uplift in sales from around the world, prompted two TV appearances and encouraged some Harrogate shoppers who might have felt a little intimidated by entering such a high end shop to give it a go.

Mr Beaumont’s son Charles, who was 19 at the time, persuaded him to give it a go and since then their short videos combining practical advice with fun have proved a worldwide hit.

The video on how to tie a Windsor knot attracted one million views within a day and has now been watched 10.8 million times.

Mr Beaumont shows his shop’s TikTok account.

One video shows Mr Beaumont, a former martial arts practitioner with remarkable flexibility for a man of 59, perform a spinning back kick.

He baulks at the suggestion he is some kind of TikTok expert or social media influencer. He admits he hasn’t a clue about the intricacies of TikTok and seems slightly baffled by his success:

“My son said ‘try it for a month and see how it goes. Our first sale was a meaningful sale and it’s just taken off.”

Rhodes Wood, on Parliament Street, sells classic menswear and vintage luggage and Mr Beaumont’s specialism in these niche fields gives him an edge over many retailers.

Nevertheless, he feels other businesses ought to consider TikTok instead of writing it off it as a fad among young people without money. Like other social media, it is evolving beyond that. He said:

“I think it’s about finding a balance and not being too salesy. If you can show a human face and a courteous manner that helps too,.

“It’s encouraging people who have walked past the shop for 10 or 15 years but never been in to cross the threshold because they realise we don’t bite.

“One man who walked past for years came in because his daughter showed him a video of me on TikTok. Two guys from Teesside came in because they’d seen me on it.”

Mr Beaumont admits engaging with people who comment on his posts is time consuming. He often wakes in the night and chats with people in America or Australia.

But the effort is worth it. He plans to set up online sales on his shop’s website — something he has not found cost effective in the past — and direct TikTok followers to it.

But social media fame sits uncomfortably:

“In truth I’m a shy person. It’s different in here because it’s my own domain.”

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Brown plaque to commemorate Harrogate’s royal fashion designer

A brown plaque is to be erected outside one of Harrogate’s oldest and best-known clothes shops.

Property expert Alex Goldstein, with the support of local historian Malcolm Neesam, successfully applied to erect the plaque outside gentlemen’s outfitters Rhodes Wood. on Parliament Street.

The shop used to belong to Mr Goldstein’s great grandfather Louis Copé, a fashion designer whose female emporium opened on the site in 1922.

Mr Copé was a Polish designer whose high society customers over the years included Queen Mary, her daughter Princess Mary and Agatha Christie. The shop operated under royal patronage.

The store itself featured in the film Agatha, starring Dustin Hoffman and Vanessa Redgrave.

Louis Copé

Mr Copé moved to Harrogate because he believed the pure air would help his asthma. Mr Goldstein, who still lives in the area, said:

“I am so pleased to have been able to mark the history and story of my great grandfather, whose fashion house spanned decades and formed important memories for so many people in and around Harrogate.

“It has been lovely hearing people’s memories and visiting the Pump Rooms to actually see some of the garments that were made in his sewing rooms which are stored there.”

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Jeremy Beaumont, who owns Rhodes Wood, has been supportive of preserving the history of the building.

“When we took over the store in 1997, there were still many of the original features and cabinets in the shop, in such good quality and condition, that we still have them in the store to this day, literally 100 years later. The quality of the store fittings must have been superb, and to a very high standard.

“It is our pleasure to recognise the past history of the building, and we are delighted to host the plaque outside for everyone to see”.

The plaque is due to go up any day now.

Mr Goldstein is asking for anyone with memories from Louis Copé, or even items of clothing and hats etc, to contact him at alex@alexgoldstein.co.uk.