#Petersfield - Announcing a New Beatons Tearooms Location

We're delighted to release the first verse of 'The Petersfield Rubai' (a rubai is a Persian poetic form) by House Poet and best-selling author Liz Darcy Jones.

This honours the town and nods its head to the Persian inscription on the sundial in the Physic Garden, and the education our franchisee, Fifi, enjoyed in Tehran as child!

Beatons Petersfield Rubai

Yes, I remember Petersfield of old

Its buried treasure glowing bronze, not gold

A stopping place for merchants trading wool

To rest in Georgian houses, so I'm told

The rest of the poem will be released just prior to opening, although Liz can be persuaded to recite it on air if invited!

Our Press Release follows:

Poetic Praise for Petersfield as Beatons Tearooms and Bookshop is Confirmed

Despite initial concerns locally, approval has been given for the next Beatons Tearooms and Bookshop to make its home in the former jewellers and estate agents at 30, High Street, Petersfield.  Both Petersfield franchise owner Fifi Zahedfar and Beatons’ house poet, Liz Darcy Jones, have been enchanted by Petersfield’s literary and arts heritage and active community. The best-selling author has crafted some jaunty verse in honour of the town to reflect this, including referring to the ancient bronze burial barrows and Jane Austen. 

All Beatons Tearooms – their name and interiors are inspired by the elegance of royal photographer and costume designer Sir Cecil Beaton – deliver a stylish take on quintessential afternoon tea. Beatons Petersfield will provide full table service, offering over thirty loose leaf teas, regional coffee blends, home-made cakes and light food served in bespoke Villeroy and Boch china as well as a carefully curated selection of books for sale. The tearooms is set to launch in the late Autumn.

Distinguishing itself from others, Beatons incorporate poetry into their brand and host both local author book signings and poetry events, although it was the group’s ethos of integrity, community involvement and delivery of exceptional service which particularly appealed to Fifi. ‘Beatons is so much more than a combined tearooms and bookshop – it’s a place filled with warmth and passion, which cheers you up instantly.’

Fifi was originally from Tehran but has been living in London for the past twenty years. Having spent the last decade working in finance she has long dreamed of running her own business. Having always been a tea-lover - in Tehran tea is served in preference to coffee – becoming a Beatons franchisee was the perfect choice to be able to ‘create a tearooms with a real touch of style’. She can’t wait to move to Petersfield.

Founder and CEO of the group, Patrick Duffy, said ‘with a beautiful twin gabled location and Fifi’s determination to create an environment with gracious hospitality at its heart, I believe Beatons Petersfield will be an elegant addition to what is clearly a thriving town.’

‘Tea Poet’ and writer, Darcy Jones – who has fond memories of Petersfield from years commuting from Havant to the City – spent a day incognito in the town. She spoke to over twenty local passers-by and traders asking for three words which meant ‘Petersfield’ to them. The word ‘friendly’ came up eighteen times! She was also thrilled to discover Petersfield Physic Garden hosting ‘Inspired by the Word’, an exhibition by contemporary artists celebrating the literature of Hampshire writers, Jane Austen, Edward Thomas and Gilbert White.  

Further details of launch activities including a local charity Open House event will be announced in due course.

For further information on opening date and details visit www.beatonstearooms.co.uk

Notes to Editors

Interviews and features welcomed. Contact:

Patrick Duffy on 07787 419236                 or patrick@beatonstearooms.co.uk

Zoe Moxham on 01747 871819                or zoe@beatonstearooms.co.uk

Liz Darcy Jones on 07940 584752            or liz@lizdarcyjones.com

#tea: Which is the Mr Smooth of Teas?

What is it? Lemon Rooibos

Our Mr Smooth of the tea menu!

Zesty Lemon Rooibos is a herbal tea (meaning it's caffeine free) with key elements being the finest Rooibos and lemon. Invigorating yet sweet, Zesty Lemon Rooibos has the silkiness of red bush and the citrus kick of lemons.
Rooibos comes from the Aspalathus linearis plant growing in South Africa so it isn't actually a tea. It's probably called red bush tea on account of its striking colour when brewed - see the rich red when it pours!

Rooibos (pronounced 'Roy-ee-boss') helps you chill - it's reputed to help with insomnia.  Health wise, being low in tannins means it's one for asthma and eczema sufferers, and contains the rare antioxidant aspalathin boosting insulin secretion to ward off Diabetes type II! 

Great hot or iced, its flavour marries particularly well with nuts. Why not add a slice of  our gluten and dairy-free Orange & Almond and  Apple & Almond Cakes to accompany it? 

#beatonstearooms: New Tisbury HQ

New Central Office

We thought that you may like a sneak peak inside our lovely new office in Tisbury.

We have been busy behind the scenes creating an environment for our central team to get creative and productive as Beatons Tearooms Ltd grows as a company.

We are delighted with the result and now proud of our very ‘Beatons Pink’ central meeting place and office where we are confident our future projects will prove to be successful!

#behindthescenes: L is for… ‘Loverly’

Loverly? I’m hoping the word conjures up images of cockney-learning-to-be-posh Eliza Doolittle rather than poor spelling! Recall her singing a gorgeous refrain from the musical ‘My Fair Lady’?

‘All I want is a room somewhere
Far away from the cold night air
With one enormous chair
Oh, wouldn’t it be loverly’

My Fair Lady, Lerner and Loewe’s timeless show, has a special place in our hearts here. Sir Cecil Beaton (1904-1980) who inspires our name - and a lot more besides - created the iconic set and costumes for the 1956 Broadway production. You may have watched My Fair Lady as a film, or seen a local amateur dramatic society produce it. Nearer to you where you’re sitting, listen carefully to our music selection and you may hear some of the fabulous tracks playing in the background.

‘Wouldn’t It Be Loverly’ and ‘The Ascot Gavotte’ – a jaunty trot of piece – have extra relevance to us. And, surprisingly, the latter may mean more to you by the end of this feature if you’re looking to improve your brain function and co-ordination (Aren’t we all? Ed)!

As you may know - returning to Cecil Beaton and My Fair Lady - our interiors nod their head to the quintessential elegance of both. Take a pause and look round the tearooms.  You’ll see that we have at least ‘one enormous chair’ for today’s Eliza’s and Professor Higgins to relax in, furnished in a Beaton floral fabric. And, of course, the walls showcase classic reproductions of Beaton’s most famous photographs.  Want to learn more? We have the best biographies about Beaton on our bookshelves.

But how does The Ascot Gavotte help us improve our brain function? And how could it help you or your children? Think driving tests or finals!

Well, we’ve just started using The Ascot Gavotte in our new franchisee training sessions. We also suspect some of our team members may start employ this tip on occasions too! We kick off by walking an ‘infinity walk’ – a figure of eight – to a piece of music which plays at one beat per second.

Guess what? The Ascot Gavotte happens to have exactly the right timing. It’s able to create what is commonly known as The Mozart Effect which prompts optimum learning receptivity in the brain.  Walking an infinity walk has similar, and additional benefits, including improving hand to eye co-ordination, and connecting the left and right brain (just what you need before learning, taking an exam or embarking on some Beatons franchisee training). It was developed in the 1980’s – along with other walks for wellbeing – by clinical psychologist Deborah Sunbeck. I’ve used infinity walks successfully for twenty years and so I know it works.

It’s also great fun! It adds to the ways we can maximise attentiveness which we believe is vital to operating a successful Beatons. In fact, we’d say it’s vital to life in general.

Whether you’re an ‘Eliza’, a ‘Professor Higgins’ or a mum preparing her teenagers for University, you’re always welcome here. Why not treat yourself to ‘The Ashcombe’, our Beaton inspired Afternoon Tea (Beaton’s house was called ‘Ashcombe’)?

You’ll find it’s ‘loverly’!

Liz Darcy Jones