Leaders from the "world's best" department store have been wining and dining the owners of Hull's iconic joke shop, after calling for advice.
Graham Williams, who manages the Dinsdales family business – believed to be Britain’s oldest joke shop – admitted he actually thought it was a joke when the team from Selfridges, which is based in London's Oxford Street, got in touch to say they wanted to visit. The luxury retail giant had caught a glimpse of Dinsdales in an interview for the BBC.
“I’m very sceptical about these sort of things so when I got the phone call, I thought it was a joke, but I went along with it,” said Graham, the custodian of the business that G W Dinsdale first opened in the 1930s. “I thought it was someone winding me up at the time, but they said, ‘we’re one of the oldest department stores and you are one of the oldest joke shops, would you be interested in working with us?’"
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Graham was taken out to be wined and dined in Humber Street – “they wanted to have fish and chips in Hull” – and was told Selfridges was looking for ideas. “They had just done something with Elton John at the time, and I said, ‘you have got the right shop, haven’t you?’”
Now, following the meeting, Graham, who runs the store with the help of his cousin Angela Dinsdale, will be flying the flag for Hull at an invitation-only event at the world-famous chain’s flagship store next week. He is now sure what to expect from the event, but believes Selfridges retail team had been exploring the possibility of recreating the front window of Dinsdales in Oxford Street.
“Originally, I think they wanted to replicate us, but I think they changed their minds as it was too much work,” Graham said. “I have no idea what to expect,” he added, “but it’s a big launch to do with comedians and magicians."
Graham and Angela will enjoy an all-expenses-paid visit to store next Thursday. Graham said: “It will be chance for us to promote Hull. I think some other joke shops are involved, they are creating some kind of Top Trumps around it, and hopefully people will see that and say, ‘let’s go and find that shop, let’s go to Hull.”
Selfridges is the only store to be named Best Department Store in the World four times. "They loved our famous window display and we discussed the quirks and magic of a traditional joke shop," Graham said of the Selfridges visit to Hull. “We can’t wait to see what influences and inspiration came from our little joke shop in good old Hull."
Customers have been quick to congratulate Dinsdales on their coup. “How amazing, go Hull, go the joke shop,” wrote one fans on social media. Another added: “The fact they came to you shows you are good in your field of work, hence why you have lasted longer than many in Hull. What they don't have is the very thing that keeps the joke shop alive and that's YOU.”
Hull tour guide Paul Schofield said on X (formerly Twitter(: "Where Hull leads, London follows! Just one of the many reasons to visit Hepworth's Arcade." Retired Humberside fire chief Chris Blacksell added: "If you want your business to do well of course you should visit Hull. Dinsdales is a local institution, in an amazing arcade, and the obvious place for Selfridges to come to for inspiration."
