The Unique Business of Roz Edwards’ Mannequin Emporium

A vast collection of body parts presents an unusual spectacle. Legs, heads, and occasional feet stretch as far as the eye can see. For Roz Edwards, this is a typical day at her mannequin emporium, a place some might consider their worst nightmare. “Apparently, you can see it from space,” Roz states, indicating the enormous pile of plastic body parts in various hues. The figures, scattered in heaps behind her, possess an unsettling human likeness. Standing before them, she appears as their leader, maintaining a steady smile. “I always say I was abducted by mannequins,” she laughs. Roz’s business involves lending out mannequins, and some members of her 15,000-strong “family” have achieved a degree of celebrity, appearing in a music video with Mika and at Glastonbury with Lady Gaga. However, most of them reside at Mannakin Hall, a former RAF station situated in Fulbeck, near Grantham, where Roz has operated her enterprise for 17 years. The development of her mannequin empire has not been without its challenges, encompassing elements of risk, loss, and affection. In 2007, Roz lived in a council house in Newark, nurturing a mild interest in mannequins and aspiring to launch a business. At that time, she worked as a retail consultant, producing content for the sector. She observed that mannequins were a constant presence in shops, regardless of the store or price point, yet they received little attention. Roz, however, found the myriad ways they could be arranged and displayed captivating. Her fascination deepened, leading her to consider building a business around them. With a limited number of mannequins, she established a small online page offering them for hire. She reports receiving phone calls within 24 hours but quickly realized her inventory was insufficient to meet demand. Roz recalls resorting to minor deceptions, informing her expanding client base that she was out of stock, when in reality, her supplies were minimal. “I used what little money I had to buy more mannequins [and] that’s where it all started,” she explains. Her business thus began in a corner of her small living room. The subsequent year, she formally incorporated and named it, but space at home rapidly became constrained. “The house just started filling up and up with mannequins. The children were complaining that they couldn’t see the TV anymore as they were in the way,” she recounts. Clients, friends, and the media collectively bestowed upon her the nickname “the Mannequin Lady,” which Roz says has endured. Her business gained popularity, transitioning from a modest living room pursuit to a warehouse operation. She consistently outgrew her premises until 2012, when she located and purchased her cherished RAF Fulbeck. What was once a hub of aviation transformed into Roz’s domain. Seated in the old dining hall, dimly lit and surrounded by mannequins she has arranged with silver wigs, she smiles. “I’d like to think the airman [who used to eat here] would think the mannequins are funny,” she chuckles, surveying her surroundings. Roz, who also produces horror films, attributes her professional path and creative spirit to her father, an award-winning horror filmmaker and carpenter. “When I first started fixing the mannequins, it was like working with wood. Dad loved this place, he came and helped me with things,” she states. Roz’s father, who suffered from dementia, passed away in 2013, prior to her embarking on her own horror film projects. She expresses a wish for him to witness her accomplishments. “I film everything on his tripod,” she says, adding that she feels his presence is always near. Roz’s business enjoys local recognition and has also attracted celebrity attention. She recounts how 20 of her mannequins were utilized by Lady Gaga during her performance at Worthy Farm in 2009. “She snogged one,” Roz exclaims. Some of her mannequins also featured in Mika’s music video, “I See You,” portraying a crowd seated before the pop singer. Roz acknowledges the unconventional nature of her work. “Sometimes I walk around and wonder, what am I doing?” she says. “Then I realise someone will come here and they’ll love it.” She pauses. “I’ll be the bonkers mannequin lady. I don’t mind at all.” An unforeseen development in Roz’s journey is that her business unintentionally fostered a romantic connection. She met her partner, Tim, after promoting an event at Mannakin Hall across various social media platforms. “Loads of people got in touch, but Tim, he just kept messaging me,” she says. “The man of my dreams arrived in my yard, I didn’t have to go anywhere.” While Roz appreciates the companionship of 15,000 mannequins (she prefers vintage ones, finding them more characterful than modern versions), she affirms that nothing surpasses a genuine human conversation with her partner. “It’s a match made in mannequin heaven,” she declares.