Katie Jones is the proud owner and founder of
Squirrel A Store of Buried Treasure, a delightful store of buried treasure located in the heart of Ulverston, England.
With a keen eye for unique, quirky gifts that bring joy to everyday life, Katie has built Squirrel into a beloved destination for both locals and tourists since its opening in July 2015.
The store, now housed in a charming former pub on Market Street, offers a curated selection of high-quality, sustainable, and eco-friendly products sourced from around the world.
Each item is hand-picked for its ethical origins, durable design, and ability to spark smiles, with a focus on popular brands alongside hidden gems from small producers.
Originally from Derby, Katie's journey began far from the world of retail. Sponsored by VSEL (Barrow Shipyard), she studied Naval Architecture at Newcastle University, earning a BSc with a 2:1 grade in 1986, followed by an MPhil researching the impact and performance of free-fall lifeboats in the North Sea.
After returning to VSEL to work in the shipyard and Naval Architects' office, Katie felt drawn to her creative side and left to pursue entrepreneurship.
In 1992, she launched
Sting in the Tail, starting with beeswax candles and screen-printed items supplied to trade outlets.
The business expanded to include a retail shop in Ulverston, which evolved into a coffee shop and gift emporium.
By 1997, the wholesale arm had outgrown its space and relocated to an industrial unit, allowing Katie to supply prestigious clients like Boots, John Lewis, National Trust, English Heritage, RHS, Rick Stein, The Conran Shop, and Sarah Raven, among hundreds of independents.
Specializing in niche garden gifts, toiletries, and outdoor lifestyle products, Sting in the Tail emphasized distinctive, reusable packaging and recycled materials long before they became mainstream.
Suppliers were primarily from the UK and Europe, with some from China.
In 2023, the brand launched a licensed range with the BBC's popular
TV show The Repair Shop. Early in 2025, Katie sold Sting in the Tail, enabling her to fully dedicate herself to Squirrel.
Today, with over 30 years of experience in retail and wholesale, Katie leads a small, dedicated team at Squirrel.
The store's online presence at
https://www.squirrel.gifts mirrors the warmth of the physical location, featuring regular new arrivals and convenient UK-wide delivery.
Katie's skills in sourcing and design ensure that every product aligns with Squirrel's ethos of quality, sustainability, and delight.