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“Why can’t we do that?” – Paul and Sholeh Williams journey into owning the two most southerly of ECigWizard Official Reseller shops in the U.K. began with Sholeh’s innocent comment to her husband, little did they know what it would lead to.


The beginnings of what would become their ECigWizard shops in Hastings and Eastbourne is explained by Sholeh thus; “What started as a light hearted discussion with my husband Paul and a quick trawl on the web soon turned to ‘this seems ok, we can do a market stall on Saturdays’. Within a week we had decided on a name and found (ECigWizard) a company we liked the sound of, to provide the stock. We contacted them and went up to see them the following Wednesday in September 2013. After being shown around their distribution and office centre and seeing the e-liquid being made (all WizMix e-liquid is made and mixed in the UK in their own clean room) the company agreed to supply us with their stock.

Official Reseller

Clearly ECigWizard were as impressed with Paul and Sholeh as much as they had been with ECigWizard because shortly after their visit the opportunity to become the ECigWizard Official Reseller in Hastings was offered to them.

As an Official Reseller ECigWizard Hastings has the full backing of ECigWizard including use of ECigWizard branding and style, a dedicated reseller manager, an existing customer base, ECITA membership and an exclusive territory.

ECigWizard Hastings

In Paul and Sholeh search for a suitable premises for their new venture they sent a letter to St Andrews Mews in Hastings and got a call from them the following morning. They soon went over to see the shop and agreed to take it.

ECigWizard Hastings opened in September 2013, the same month that their journey into shop ownership had begun. When they opened they only had two tables for display and not much else but as Sholeh says “to be fair we didn’t have much time to prepare for a shop” ECigWizard Hastings was soon redecorated and is now replete with furniture, leaflets and display cabinets containing virtually all ranges of ECigWizard’s e-liquids and ecig hardware.

In common with other ECigWizard shops their Flavour Station often proves to be the highlight of a visit, the Hastings shop has about thirty of the WizMix e-liquid flavours ready in Evod clearomisers ready for you to try before you buy.

ECigWizard Hastings is open from 9.30am to 4.30pm, Monday to Saturday.

The shop address is;

Unit D1, St Andrews Shopping Mews

1 Waldegrave Street


TN34 1SL

Tel: 07807 364604

Their facebook page is at:

Growing Family Success

ECigWizard Hastings is manned by family members and a part time assistant. Sholeh’s Uncle who works in the shop uses Tesla mod, he loves WizMix’s The Sherlocke-liquid. Their daughter, who also works at the shop, chooses Cherry Cola Bear as her favourite e-liquid flavour. Paul regularly changes his e-liquid flavour to enjoy from his collection of Evod’s but his favourite is Nuclear Plusion.

Since opening in September 2013 they have not looked back, just barely six months after opening ECigWizard Hastings they opened ECigWizard Eastbourne in March 2014.

ECigWizard Eastbourne

Paul and Sholeh’s most recent shop opening is ECigWizard Eastbourne, it is open from 9am to 6pm, 6 days a week.  NB. At the time of writing this shop had only recently opened, the opening times may change subject to demand – give them a call if in doubt.

The address is;

Unit 18, Langney Shopping Centre,


BN23 7RT

Tel: 01323 768690

Their facebook page is at:

Hastings and Eastbourne

Hastings and Eastbourne both have a sizable local population of nearly 200,000 jointly, the two towns are fairly close to each other and are on the sunny south coast of England. Driving between the two along the A259 through Bexhill normally takes about 40 minutes, having an ECigWizard shop in both locations is a real boon to vapers in both area’s as well as the surrounding districts.

I know both Hastings and Eastbourne well, as a tourist. I have regularly visited both towns during summer vacations throughout my life – knowing that there are now ECigWizard shops in both almost guarantees that I will be back this year too. Hastings and Eastbourne flourished as tourist destinations with the arrival of the Victorian railway, their relative close proximity to London ensured their popularity. Holidaying on the English cost has had a recent resurgence in interest among those who enjoy the diversity, history, scenery and entertainment on offer – personally I think that a stroll along a Victorian seafront has no equal on a lovely day.


Hastings is probably best known in people’s minds for the Battle of Hastings but the town is much more than that. Hastings is made up of the ‘Old Town’ and the newer shopping area – it has two theatres, four museums, two funicular railways, parks and numerous events for tourists and residents alike, the Hastings Beer and Music Festival, held every July in Alexandra Park is worthy of note.


Eastbourne’s seafront consists mostly of Victorian hotels and has a pier and bandstand, it is charming and quintessentially English. In common with Hastings it has a wealth of theatres, parks and gardens along with a busy shopping area. While visiting Eastbourne it is well worth a trip to Beachy Head, it is only just over 4 miles from Eastbourne’s centre and offers one of the most spectacular cliff top walks that you will ever enjoy.


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