The owner of a new shop near Manchester is banking on the immersive theatre of cheese retail to stay one step ahead of competitors.
Huw James, who opens Tyromancer in Uppermill in Greater Manchester this month, previously worked as a management consultant with several high-street fashion and tech brands, creating retail experiences to attract customers.
“There is a lot of talk about the death of the high street and the finger is pointed at online retailers, but if you can create physical experiences in stores that resonate with people, you are really onto something,” he said.
“Cheese is much better to buy in person than online. It’s got that wow factor, from seeing cheeses stacked high and hearing their provenance to tasting. It about more than what you buy and take home.”
Tyromancer is based in the village of Uppermill in Saddleworth, which is popular with commuters to Manchester and has a thriving independent retail scene, including two butchers, a greengrocer, bakery and wine shop, plus clothes and bridal shops.
James’ refrigerated shop will stock 30-40 mainly British and Irish cheeses, displayed on an open counter in a similar style to Neal’s Yard Dairy.
“The village is going in the right direction and I’m hoping to collaborate with other shops on events,” said James, who added that the name Tyromancer referenced an ancient tradition of telling people’s fortune by looking for patterns and symbols in cheese.
“A big part of what we want to do is tell people stories about our cheese, who makes it and where it comes from.”
This article first appeared in the April 2026 issue of Fine Food Digest.
