Lavastar: Going from Strength to Strength
In this Company Spotlight, we speak to Ed Kelsing, founder of Lavastar, a company which recently celebrated ten years in business, and has been involved in a number of expansions and significant projects
After winning the Franchisee of the Year Award, we speak to Sharon and Phil Perkins, owners of Signs Express Swansea, and Emma Wakefield, head of Franchise Recruitment at Signs Express, who all tell us about the success of Signs Express Swansea
Looking for a new business venture, Sharon and Phil Perkins come back to the UK from living in Saudi Arabia with the goal of getting involved in a franchise. After looking at a number of different options including cleaning companies, motor vehicle repairs, and brands like Body Shop, and McDonalds (before they were “everywhere” as the couple puts it) the pair settled on Signs Express due to the fact every company needs signage, removing the need for hard selling.
On January 16th of this year, Sharon and Phil were award the Franchisee of the Year Award at the Signs Express Convention at Alton Towers Resort, an award that was made even more special as 2026 marks Signs Express Swansea’s 30th anniversary.
Following the award win, along with many other award wins over the past year, we take a look back at the 30-year history of Signs Express Swansea and take a look at what makes the franchisee tick.
Signs Express Swansea celebrates a significant milestone this year as it celebrates 30 years in business after officially opening in February 1996. Sharon and Phil started business after living overseas for six years and wanted to build a business from the ground up, but with the support of a national brand, such as Signs Express.
Sharon and Phil visited Signs Express Norwich in 1995 where they me met with the then-owners Frank Eliel and David Corbett to learn more about the franchise and an overview of how Signs Express businesses operate. Sharon and Phil were said to have recognised the strength of the franchise model, its longevity, the demand for signage across all sectors, and the impact the brand was beginning to make.
Following training in September 1995, Signs Express opened, “fully kitted-out and ready-to-go” according to the owners. However, in 1995, Signs Express wasn’t as large a brand as it is today, and without internet, social media, and no pay-per-click campaigns, building upon the business meant a more traditional approach.
In the early days, Sharon was out in the community dropping off leaflets, knocking on doors, and picking up the phone in “true telesales style” in order to drum up new business, all while Phil worked behind the scenes in the production department.
“Through sheer hard work and determination, Sharon and Phil built a healthy customer database within their first year and began flying the Signs Express flag in Wales. Their efforts were quickly recognised, with the pair winning Newcomer of the Year within their first year of trading – an outstanding achievement” says Emma Wakefield, head of Franchise Recruitment at Signs Express.
Following this success and building of the business, workload increased and so Matthew Warlow and Stuart Mallet joined the business, who have both been “integral” to the success of the company. Both are still a part of the team today and have faced many of the highs and lows Sharon and Phil have experienced in the 30 years of running the business.
“While team members have naturally come and gone over the years, Matthew and Stuart have remained true pillars of support and talent, becoming part of their family.
“Within just a few years, Sharon and Phil had built the business from scratch, built their own home, and welcomed their first child into the world – none of these small tasks in isolation,” comments Wakefield after speaking to Sharon and Phil upon their recent award win.
As part of the starter investment kit, Sharon and Phil began the business with a 380-wide plotter which meant that pre-coloured vinyl had to be layered to create multiple colours. The couple then become the first in the network to invest in a digital Roland Camjet which removed the need for labour-intensive layering of colours and also opened up new printing effects such as shading.
Anticipating further industry change, Sharon and Phil were also the first in the network to employ a graphic designer, recognising the shift away from standard fonts and colours towards more bespoke, design-led signage.
Like for many signage businesses, the Covid-19 pandemic stands out to Sharon and Phil as one of the most challenging times throughout their 30 years running Signs Express Swansea. The couple were unsure how to cope or survive at first, however, the business remained resilient, as many did, as Covid related signage increased dramatically and gradually the signage industry bounced back, which pulled them through a “rocky year”.
When Wakefield asked Sharon and Phil for the couple’s most proud moments, three in particular stood out. “The first simply (or not so simply), is building the business from the ground up, and seeing it still going strong 30 years later, alongside working with their incredible team,” says Wakefield.
“Their recent successes demonstrate that their passion has not diminished, each day remains different, and the drive, enthusiasm, and passion remains,” adds Wakefield, who continues: “Their ongoing work for the NHS is something they take great pride in supporting.
Their recent successes demonstrate that their passion has not diminished, each day remains different, and the drive, enthusiasm, and passion remains
“Understanding the importance of money going directly to patient care, Sharon and Phil have produced thousands of signs for the NHS over the years and are always mindful of the need for cost-effective, high-quality solutions.”
The last highlight is the company’s more recent relationship with Swansea University; a customer which Signs Express Swansea has worked with closely to secure a number of projects, with hopes to keep doing so for many more years to come.
When highlighting their favourite thing about the company, and the wider industry, Sharon and Phil cite the variation of people, businesses, and work, as every day is slightly different and brings new challenges as ideas come to life.
Over the years, Signs Express Swansea has worked with thousands of customers, with 80% of their clients being repeat customers. The types of customers they work with vary greatly from tradespeople to public sector organisations, and brands like Arla Foods and Amazon.
When asked about the company’s values, Sharon and Phil say: “We are guided by integrity, accountability, and excellence in everything we do. We put customer service and quality above all else, ensuring every client receives dependable, high-standard results. Our team is the foundation of our success – we treat our staff like family, fostering a culture of respect, collaboration, and mutual support.”
Speaking about the ethos of Signs Express Swansea, Sharon and Phil add: “Through continuous improvement and a strong commitment to ethical business practices, we strive to deliver consistent value while building lasting relationships with our clients and our community.”
“Ultimately, Sharon and Phil have built an exceptional business,” says Wakefield, concluding: “They have worked hard, embraced innovation and led with integrity. At Signs Express, we feel incredibly fortunate to have them as franchisees and friends, and we hope their story inspires the next generation of franchisees to join the Signs Express network and follow in their footsteps.”
Statistics
10 – The company employs ten members of staff in total
431m sq – Signs Express Swansea operates from a 431m sq site
1996 – Signs Express Swansea officially opened its doors in February 1996
2014 – The business changed when it invested in a Clarity CRM system in 2014
