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Locked Out Once, Locked into a Career for Life: Amber Locks
It began with getting locked out. One ordinary day, Jeremy Davis found himself standing outside his own home- keys to his brand-new car in hand, but no way back inside the house. What should have been a simple call to a local locksmith turned into a long wait, a no-show, and finally an encounter with an incompetent tradesman.
» FOR JERRY, THAT FRUSTRATING experience lit a spark. If this was the standard of service available, Jeremy knew he could do better! Fast forward nearly a quarter of a century, and Amber Locks has become a trusted name across Worcestershire and Gloucestershire, serving councils, police forces, historic sites, and thousands of residents.
“ Success comes down to following three simple rules!”
Locked Out and Locked In to a Career
I used to sell phone systems and do up old properties in my spare time. Back then, I was toying with the idea of learning a trade and working for myself, I considered plumbing, electrics, carpentry, even washing machine repairs. I knew I wanted something practical and handson.
One day, I’ d just taken delivery of a new car and went out for a drive. Problem was, I had the car keys but not my house keys. I managed to lock myself out. That one mistake set me on a path I’ ve been walking ever since.
I picked up the Yellow Pages( this was 24 years ago) and saw about 50 locksmith adverts in my area. I rang one of the bigger ads, an Evesham number, and they promised someone would be with me within an hour. Ninety minutes later, nobody had turned up! When I rang back, politely, they told me they couldn’ t get anyone.
Even back then, there were call centres pretending to be local, but they weren’ t
real locksmiths. After a few more calls, eventually a chap turned up in an estate car with a homemade letterbox tool. Trouble was, it didn’ t work. He couldn’ t unlock my Yale night latch. I’ ve got a proper tool for that now and I could open that same door in 90 seconds today.
He then moved on to my side door, a half-glazed timber with a five-lever sash lock. He took the brass handle off. I asked him,‘ What are you going to do there?’ He said,‘ I’ m going to drill the lock out.’ I asked him,‘ So when you’ ve drilled it, how will you overcome the rack bolts top and bottom?’ He looked at me blankly and said,‘ Has it got those?’ He gave up and moved on to a third door where he eventually drilled out a Euro cylinder.
Watching all this unfold, I thought to myself: there’ s so much competition in the Yellow Pages, but not much professionalism. So, that was it, I decided to look into locksmithing properly. Honestly, it’ s the best job I’ ve ever had.
The Three Rules That Keep You in Business
People often ask what the secret is to staying in this business so long. For me, it comes down to three simple things: 1. Answer the phone. 2. Turn up when you say you will. 3. Be nice to customers.
That’ s it, miss one of those and you won’ t last! I’ ve seen six locksmiths come and go in my area over the years because they failed on one of those points. I’ ve even tried ringing them myself to pass work on, and they just don’ t answer. It sounds simple, but that’ s the foundation.
When you’ re starting out, don’ t be too‘ choosy’. Take every job that comes your way- whether it’ s dark, cold, or far away. Build a reputation first, and the rest will
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SEPTEMBER 2025
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