When Freda Rowley moved from Essex to the locality with her husband Christopher, she sought activity that would keep her busy and occupied. The opportunity soon presented itself when she took over Aberfeldy’s specialist bookshop.
Drawing upon their business background in manufacturing and retail, the Rowleys broadened out the business to embrace old and new books and general titles after relaunching it as 'Freader's'; later, music and postcards were added to their mechandise.

Ten years on, Christopher (pictured) reports being surprised and continually encouraged by the loyalty of Freader's customer base. “It is gratifying that our business generates this degree of support. It comes not only from the residents of the area but from the increasing numbers of frequently returning, regular visitors.”
During the next decade his plan is to seek appropriate larger premises before selling the business on and retiring.
“There are also the stimulating challenges of selling titles on the web, and the different sourcing and marketing that this entails,” he anticipates.