The Origin of Crieff’s Sugar Mice
This blog is about The Crieff Sugar Mouse Trail, but first, a bit of context.
When I first moved to Crieff, my friend asked – ‘Is the sweetie clock with the sugar mice still there?’ It was, and that was the right answer, because the people who visit Crieff don’t want it to change.
The sweetie clock has been admired by generations of children (silently planning the order in which they would consume it).
One day Chris will bring his daughter.
A Timeless Travel Experience
The clock stands in the sweet shop window. Its surface a dazzling mosaic of sweets. Sugar mice run up and down the clock like the nursery rhyme.
Although new confectionary traders surround it, Gordon & Durward still has a queue for ice cream out the door on a sunny day. It’s not just that the old ones are the best: returning clients want to share the same experience they had before.
Visiting Valentine’s is like time travel. It’s an old-fashioned department store, that venerates the clothing inside, greets shoppers with ‘sir’ and only stocks impeccably made quality clothing.
The Blue Noun favourite, J.G. Gill’s has exciting spices in jars that you reach by passing a towering whisky collection (with tasters). The grocery section of the shop seems run by the criteria – if we like it, we have it.
Expect local jams, chutneys and a strong ethical range.
Gils were refilling before we had refill shops.
The people who call Crieff old fashioned haven’t realised that by keeping the modern made-in-China shops on the outskirts, a shopping culture has been preserved that people increasingly crave. Old fashioned and high quality is good! Particularly at Christmas. If we have to spend money buying gifts – it should be a pleasant experience.
The Crieff Sugar Mouse Trail
The Sugar Mouse Trail is a spot of marketing genius.
In December participating shops hide either a white or pink sugar mouse in their window, for the children to find and mark a P or W on their form.
Around 50 shops participate, and the prize winner receives a voucher for the toy shop The Fun Junction – another gem. Like Gils, it has a touch of the Tardis about it when it comes to fitting in an impressive variety of stock.
The marketing genius of the Sugar Mice Trail is the adults scanning the windows behind their offspring.
Marketing is all about ‘stopping the scroll’ and making people really see your offer.
(To this end, some sugar mice are extremely well concealed).
Crieff for English Learners
Crieff was a very deliberate choice for our language school. We love sharing the small friendly high street. It’s perfect for practising conversations.
The surrounding landscape is not just spectacular, it is peppered with artists in studios and micro businesses making things inspired by or harvested from the land.
Being invited into some of these spaces is to get to know the place deeply – a concept called Deep Travel, which we apply to help people feel connected with their second language English (as well as making it an interesting holiday).
Why is Our Language School Celebrating the Small and Mighty?
Christmas Conversation for English Learners
This year, our language school has a Christmas Holiday English Challenge for £120.
Starts 24th December.
RECOVER YOUR ENGLISH
The Christmas Holiday
English Challenge
We are looking for
2025 partnerships with Strathearn businesses & residents…
Further Information
If you are looking for English coaching:
Discover our English Language Learning Holidays and our Online Coaching.
