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Bold & Brave Moves: AA Lock & Key
» INSPIRED BY HIS LOCKSMITH NEXTdoor neighbour, Craig Andres started learning about the trade at age 14. From locksmith to entrepreneur, Craig told us how being able to make bold and brave decisions quickly has been paramount to his success with AA Lock and Key, Bristol. Craig has taken his entrepreneurial spirit to new heights with his latest venture‘ The Perspicacity Life’.
Early Start in Locksmithing
My next-door neighbour was a locksmith with Keymaster Bristol, and I used to wash his van for pocket money and, because I showed interest in his work, I started accompanying him on jobs quickly developing a natural talent for locksmithing.
I did my MLA general locksmithing course when I was 15 and passed the British Locksmithing Institute exam at 18 and became a certified Master Locksmith.
By the age of 21, with five years of experience already under my belt, I transitioned from apprentice to entrepreneur, founding AA Lock and Key. I’ ve been fortunate to have grown my business steadily, achieving a 10 % annual increase by combining technical skill with a focus on mindset and lifestyle. I gained MLA approved company status when I was 21 as it was the next natural step and have been a member of the MLA ever since!
The services I focus on are general locksmithing, selective safe work and van lock fitting. The services I don’ t offer are auto locksmithing and grills / shutter doors. I also enjoy contributing to the development of lock-picking tools, working with an overseas company, providing feedback to them on the design of lockpicks and how they can be improved. It’ s another sideline.
I am 37 now and have proudly completed 60100 jobs!
The Modern Way of Marketing
Before the internet became a major player, you leveraged face-toface networking at small business gatherings, and breakfast clubs, building connections with estate agents and plumbers who referred work your way. Forming relationships is still important but now it can be done in many ways.
The internet and social media now play a central role in business, but it’ s all about choosing the right channels and advertising platforms. Locksmithing relies heavily on search engine results because it’ s an emergency-call business; visibility is the key to success. Platforms such a Checkatrade and TrustATrader get mixed reviews and can end up costing you a fortune in advertising. I’ ve known locksmiths pay between £ 150- £ 500 per month.
I would advise all new locksmiths to advertise as much as your budget can afford to build visibility but be careful where you spend your budget. When you’ re more established you can then be more selective and formulate an effective marketing strategy.
The Perspicacity Life
In 2023 I launched The Perspicacity Life( TPL) a new and exciting, fast-growing locksmith marketing company, that offers an innovative and cost-effective solution for locksmiths struggling with online marketing. By joining TPL, locksmiths don’ t have to worry about showing up on search engines. TPL offers locksmiths fantastic value for money and costs only £ 1 per day( and currently there’ s no VAT to pay). It’ s a great time to join! I’ m about to start a digital PR campaign to increase backlink acquisition and acquire directory listings in high authoritative places online.
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FEBRUARY 2025
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