Interior designer and DJ pair hit success with their first bar

James Smith, an interior designer and hair salon owner, and his business partner, international rave DJ Paul Clarke, first explored the idea of opening a bar together two years ago but after a knock-back from the local Council it seemed the plan was likely to remain just that until the pair found a site in Northampton’s Castilian Street.

Former memorial hall​

Smith told BigHospitality the former memorial hall built in 1920 was too unique a site to pass up on and the landlord of the property was also keen on the plans for the building which had been vacant for six years previously.

“We found the location we are in now, approached the landlord and said this is what we are looking at doing and he seemed really excited about it and we got him involved so basically the guy who owns the building has now become our other business partner so the three of us worked together to create it,” he said.

The bar is the first venture into the hospitality industry for the pair and landlord David Ward. However Borija, named after a European Papal family, has been influenced by trips to bars and restaurants that both Clarke and Smith have visited on their travels around the world for work.

Smith names restaurant and bar operator Crazy Bear Group as among his inspirations behind the attitude and high-end design of the 1,700sq.ft bar which he oversaw himself.

Over-25 market​

Borija serves mainly cocktails, Italian influenced wines, a range of spirits and Asahi beer on draft with a tapas food offering to follow soon. The bar is situated in an area of Northampton with a growing number of bars aimed away from students and marketing for Borija has relied mainly on word-of-mouth over advertising. Smith says the over-25 market is currently not being served well by other industry operators.

“I know obviously that people say it is quite a tough time at the moment but I think that is because people are catering more for two-for-one drink offers and tend to be catering for a younger market. We’re going for an older market with a bit more disposable income because no one seems to be catering for them," he said.

Smith admits that the self-financed process has been difficult and a steep learning curve for the pair but early success has been possible with the help of a good support team including an experienced bar manager. The pair's target for the first year is steady growth and to develop the site for corporate and business functions. Borija currently holds around 140 people but has room for a greater capacity with minor changes to the building.

However Smith says the pair are keen to develop their business further if a property as good as the Northampton site became available.

“We didn’t realise how big a venture this was going to be and how much work was involved but we have spoken about if this does take off as we hope we would like to open another one somewhere else in the country. It is just finding the right building. It is finding something unique and interesting and quirky," he said.