William Jones, managing director, Butlers in the Buff
Butlers in the Buff is a "male order" waiters' service whose staff come dressed in just bow tie, cuffs and apron to cover their modesty. The company has proved so successful it is about to go international. Emily Manson talks to managing director William Jones
What inspired this cheeky company?
It was a niche in the market, something that hadn't been done before, and a bit of blinding inspiration that has just gone from strength to strength.
How do you pick your butlers? Very carefully. Obviously, looks are important, but they need the right kind of personality, too. We're not looking for wild, crazy people; they need to be very down-to-earth, friendly and interesting guys who aren't just out to get ladies' phone numbers.
Who are your main customers?
Predominantly women, but we also get a lot of gay men. It's interesting that it does vary a lot, from wealthy young professional women to rich housewives with disposable income, to birthday parties and even bat mitzvahs.
It's not sexual or sleazy. Even though there's an element of sex involved, we are a professional company, so guys feel comfortable with it, too. We had one man who hired us for his wedding because his bride loved us so much when we butlered her hen night.
Did you get embarrassed when you were a butler? I think all guys get nervous for the first 10 minutes, no matter how cool they are. But after that you forget your bum's on show and, because you've got a job to do, you just get on with that and the nerves disappear.
Why do you think the concept is so successful? I think it catches people's imagination. Our business has grown through word of mouth, and I think we have a genuinely good product, so people go away and sing our praises. A lot of people don't want to hire a stripper but want something a little cheeky - and we fill that gap.
What are your rates? They vary across the country, but it's in the region of £60 per hour.
What happens if someone acts inappropriately? It's rare, but it can usually be brushed off in a professional and polite way. We find that, generally, the kind of people who book us don't want more than what we offer. They could have booked a stripper if they'd wanted, but they didn't. We don't provide sleazy guys in G-strings and ponytails. We are a professional company and we do a lot of corporate business and big events.
What are your plans for the future?
We've had a lot of interest around the globe, which is very exciting. We are hoping to sell the franchise in America, Australia, Canada, New Zealand and South Africa this year. Initially, we'll target English-speaking countries, but we've had interest expressed from the rest of Europe, as well as countries like Brazil.
