The Suffolk Effect | Britten Pears Arts

Join Phoebe Averdieck, Host of PhoebeAsks podcast, as she interviews three Suffolk-based entrepreneurs: George Pell (The Suffolk, Aldeburgh), Gem Boner (Restaries, Halesworth) and Tim Wilson (New Street Market, Woodbridge) on how independent businesses are shaping Suffolk’s identity as a vibrant, sustainable destination.

We'll be hearing how they have cultivated these memorable brands, navigated the current hospitality climate and importantly, how they are speaking to the next generation. As all three founders have London backgrounds, Phoebe will also be diving into the challenges of being an entrepreneur in Suffolk vs London.

After the event there will be opportunity for networking. Tea, coffee and pastries included in ticket price.

Host of PhoebeAsks podcast, a series of recorded conversations with entrepreneurs in the FMCG/ restaurant space. For 2 years, she worked in Commercial Sales & Marketing across innovative food brands, The Coconut Collab, Spooner’s Desserts, and Deliciously Ella, gaining a deep understanding into what makes a category defining brand. As a 26-year-old podcaster, she is highly interested in how a brand speaks to the younger generation, and having grown up in an entrepreneurial household — her father is James Averdieck, founder of GU Chocolate Puddings —Phoebe brings a natural curiosity for food & drink, and a deep enthusiasm for start-up culture.

Co-founder of New Street Market in Woodbridge, Tim has collaborated with major brands and institutions throughout his career including Google, Lionsgate, Adidas and The Old Vic, and held key creative roles at immersive pioneers Punchdrunk and Secret Cinema. Tim founded VAULT Festival, growing it into one of the UK’s busiest arts festivals, and has led major immersive, theatrical and regeneration projects worth millions. Having recently moved from London to Suffolk, he’s now turning his energy to local creative enterprise — including driving the reopening of New Street Market in Woodbridge alongside his business partner and friend Sam.

Co-founder of Restaries, a design-led countryside retreat in Suffolk, where she has helped shape a brand known for its warm, distinctive voice, beautifully considered interiors and deeply intuitive guest experience. With 25 years of experience across communications, content and fashion PR, she was formerly Communications and Content Director at Soho House and previously worked in fashion PR for leading brands including Whistles and Topshop. Her background in building culturally relevant brands and emotionally resonant spaces has been instrumental in defining Restaries’ aesthetic, atmosphere and reputation for thoughtful stays, retreats and events.

Renowned restaurateur and former managing director of L’Escargot in Soho, George opened The Suffolk in Aldeburgh in 2022, following its success as a pop-up. Situated on the High Street in a restored 17th-century building, it offers acclaimed dining with a focus on local seafood, along with six bedrooms.