How “upscale” Cornwall holiday rentals are supporting the shutdown of “Wild West” tourism.

Nadia Macer-Wright admits she went through a “Del Boy of jobs” in St Ives before coming up with her holiday rental idea in 2007. Today, Cornish Gems has 200 luxury properties in its portfolio, voted one of the top firms working in tourism and expects a turnover of £10m this year.

“I saw the niche and understood it,” says Macer-Wright.

She had first met her future co-founder Julianne Shelton at the University of Gloucester and they both had dreams of one day starting a company. A few years later, Macer-Wright traveled from Wales, took her then-boyfriend and future husband, Tom, and joined Shelton in Cornwall.

It wasn’t long before they picked up some rentals near St Ives, offering a one stop package for bookings, rentals, cleaning and guest management. Tom built a website, Shelton handled sales and Macer-Wright ran the meet and greets.

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“It was no man’s land because no one had rented vacation rentals in the area,” Macer-Wright recalls. “That’s what gives us agility and courage today, because we know we can do the job ourselves and we have that ability if things go wrong. It’s a good position to be in.”

Their first St Ives lease is still in the Cornish Gems portfolio today. She adds: “It’s at the epicenter of where we started. It is in a location where many things have changed, but the owners have kept up with this change. It takes a combination of a great property, a great location, but also owners who just “get it”.

The business then grew through word of mouth. “We were the first of the small upstarts against the bigger players in the industry,” adds Macer-Wright. “We were honest and provided a very good service.

“The properties we have now are in a different league. We focus on top luxury and also on properties that match our ethos and value.”

As Cornish tourism’s only B Corp company, Cornish Gems aims to have its portfolio at the top of its own eco-rating element, which assesses a range of sustainability measures such as biodiversity and energy efficiency. Macer-Wright adds, “The more we see that it’s what guests want, we have to deliver that.”

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Over the past 17 years, Cornish Gems has received offers to sell but remains “very independent”. Staying true to one’s instincts, says Macer-Wright, has been one of the pillars of success. They realized after receiving bad advice that they were the best people to run the business.

“We know what it takes and following our gut is a much more rewarding way to run the business.” she admits. “Leading with the heart is one of the most important aspects.”

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It’s one of the reasons Cornish Gems became one of the top 20 travel jobs in the UK last year, as voted by her team.

“You can direct, but you can’t dictate,” Macer-Wright says of her leadership style. “It’s more of a mentoring approach. My passion is people and how they react and how we can motivate them to achieve their best. We work in an amazing place and need to reflect on what is real and meaningful. That gets me out of bed in the morning.”

Last year, the Macer-Wright family made the decision to buy out their business partner rather than sell the company outright. “We felt we could influence and make a difference in the lives of people here and in the industry, which was not easy.

“We had the Covid boom where people wanted to make a quick buck and the market went down considerably.”

Sales fell by almost 25% last year in a “soft” market, with Cornish Gems now exploring the German and Italian markets for year-round success while avoiding the online booking giants.

Truro-based Cornish Gems can also lean on its interior design arm, which allows owners to keep properties up to specification and “without breaking the bank”. Around 30% of their owners live in Cornwall, with the remainder predominantly in the South East and overseas.

Cornish Gems, which aims to retain its 200-rental portfolio, is now backing a community initiative, bringing together Cornwall’s leading travel agencies in the wake of negative press, such as second homes, about the tourism industry.

“The industry here was a bit like the Wild West,” says Macer-Wright. “No one has really galvanized people and asked how we can do business together.

“The community, who are exploited, allows us to operate and we have a duty of care to give back. It has been exploited post-Covid and can no longer continue. We can use our influence to be a force for good and improve the experience.

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“The government will randomly put the legislation on the loudest voice. If we were to join as an alliance, we can have a voice and advocate for our own practices.”

Cornish Gems, which employs 40 full-time staff and reaches 130 in peak season, is also looking to evolve the corporate market, helping companies discover and integrate a wellbeing strategy into its business and use Cornwall to help team culture.

“We have an opportunity in Cornwall to set the stage,” adds Macer-Wright. “You can be a regenerative, responsible business and still be profitable.”

Clock: Tourists can rest in peace by booking into a converted funeral home decorated with SICREE

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