Meet Jasmine Wheelhouse, managing director of Earles & Co, event agency behind the success of The Gin Fayre which brings you the best gins from all over the world under ONE ROOF. We took a look at her Instagram account and had a precious insight into her job at The Gin Fayre and her life as an entrepreneur.

You have been shortlisted for a BWS Women’s Awards, what does it mean to you, your business and women working in the same industry?

I was really delighted to be shortlisted for the BWS Women’s Award. There’s a lot of people out there that have a fantastic business idea inside of them but the risk involved – in setting up, leaving a stable job with a steady income – is too daunting – for women in particular. I’m sure it’s the same for every other woman who’s running their business, but just to be shortlisted for an award like this makes your feel like that risk, and all the ups and downs, highs and lows – not to mention the sleepless nights, crazy schedules and constantly running on caffeine and adrenaline – everything that you’ve gone through to create this business is all worthwhile!

Here at The Squiggles Edit, we are partial to a good gin & tonic but always looking for something different. Please share with us your favourite gin recipe for the Summer!

Ah! My favourite gin recipe – that’s a hard one because I am a sucker for a good old gin & tonic, whatever the season!

Cocktail-wise, I love a fresh strawberry collins. It’s a variation on the classic Tom Collins, but using fresh strawberries really gives it that summer feels. It’s super easy to make as well – anyone can do it at home.

2/3 fresh strawberries

35ml London Dry gin

35ml sugar syrup

35ml lime juice

Muddle the strawberries in a high ball glass. Add ice to the glass (about 2/3 way to the top should do it). Add gin, sugar syrup, and lime juice. Mix with a cocktail spoon – don’t stir! but rather, bring the strawberries up from the bottom of the glass. Garnish with a sprig of fresh mint and a wedge of lime. Enjoy. Repeat.

We will be definitely repeating. How did you come up with the idea for The Gin Fayre?

The Gin Fayre started about two and a half years ago now, and honestly, it was a mixture of boredom in my then current role and seeing a number of new gin brands and distilleries popping up across the country. Gin has always been my drink, but with new brands appearing, I found that I was buying new products based on the bottle alone – and sometimes, I didn’t like the contents when I got home. So, The Gin Fayre was born. I wanted to create a place where consumers could not only go to try new gins before buying, but they could meet with the distillers themselves, talk about the product and learn the stories behind it. Similarly, I wanted to create a place where the distillers could go meet their customers and build genuine relationships with their market.

10,000 gin-loving guests later and the format is still going strong!

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