In England’s Lake District, a gingerbread house defies fantasy
The village of Grasmere literally straddles the River Rothay in the middle of northwest England’s Lake District and figuratively the perilous line between quaint and twee, between historic detail and modern invention meant to charm tourists into spending money.
You can get it by the piece, the half-dozen, or dozen, or in a commemorative tin. The shop also sells ginger tea, ginger beer, ginger curd, and stem ginger in syrup; nonedible gingerbread-adjacent products like hand and lip balm; and other Lake District classics that contain no ginger whatsoever, like Kendal Mint Cake and rum butter.
As a child, she would look around and imagine ways things could be improved. But when she and Andrew bought the business in 2000 — he now handles the legal and financial aspects, while she manages the shop and the marketing — she decided to move slowly, to avoid alienating staff and customers. Her management principles can be best summed up as WWSND: What Would Sarah Nelson Do?
The overseas fans who order the most and who chat with the team most frequently on social media are from the U.S.us,” says Hunter. “It’s like” — she affects an accent — “‘Gee, man, it’s the cutest little store.’” The difference is context. In the U.S., a shop like this would likely be found at an amusement park or faux-historic village. It would sell postcards or deep-fried things on sticks with watery beer, and there would be an unmistakable tinge of plastic in the air.
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