It’s a less traditional way of enjoying one of the most British of traditions, but Tina’s Traditional is intent on providing us with the high tea, etiquette, and immersive holiday events for which its Old English Kitchen & Tearoom is known.
The Carmel Arts District spot where patrons enjoyed tea service and lunches of handcrafted single-origin leaf drinks, coronation chicken sandwiches, and fresh-baked scones closed permanently Sunday.
However, the owner moved her business online, with baked goods available for delivery locally; kits with teas, scone mixes and homemade jams ready for shipping; and virtual bake classes.
The move is prompted by March's coronavirus-related temporary closure of the shop at 30 N. Rangeline Road, owner Tina Jesson said.
“When we were closed down, we were finding that people weren’t making connections in the way that they were used to — not meeting with friends and family,” she said.
Jesson took the scone recipe and turned it into a mix, then packaged it with homemade jam and tea to be shipped.
The packages were a hit with more people at home and baking on the rise.
“That's how we were able to create an experience when we weren’t actually in the room,” she said.
Offering prepackaged items and mixes through tinastraditional.com and fresh-baked goods through the Market Wagon food delivery service, positioned the business to expand during the pandemic, said Jesson, who grew up in Derbyshire, England, and began selling baked goods at farmers markets in 2011 before opening the tearoom in 2014.
“We’ve really expanded our reach. We’re now delivering afternoon tea care packages across the whole of the United States,” she said. “That’s been a wonderful thing to be able to offer a wider community.”
Virtual bake classes followed, with Jesson guiding participants in preparing her mixes. The shop does regular online public baking classes, as well as private events. Jesson has use of the tearoom through the end of the month and will lead future online classes from her Brownsburg home.
“It’s like they’re being invited into my own kitchen,” she said.
The $75 virtual classes have accommodated more than 90 people at a time. Tina's Traditional could fit only eight at a time at the Carmel shop, charging $95 per person.
Social distancing requirements brought seating in the tearoom down from 20 tables to six when the shop reopened, resulting in online revenue eclipsing that of the tea service.
“The challenge is meeting the rent on an expensive location," she said. "We’re bringing money in one area, and it’s going out the window or out the door in another area.”
Jesson also will offer etiquette classes and programs for schools through a new online business coaching site, The Xperience Academy.
And fans of Tina's Traditional themed seasonal events and literary cosplay need not fret. Jane Austen, Downton Abbey and Dickens ticketed events with actors dressed in character will still occur, but likely as popups in hotels and other venues.
“We'll still be focusing on those one-off experiences,” Jesson said. “We are talking to historical properties and hotels with bigger floor rooms so we can get more people and still have that social distancing in place.”
“We have to meet people wherever they are at their comfort level, so giving people choices and options has been a really big focus for us.”
For those wanting a bit of the tearoom memorabilia to enhance their experiences with their teatimes at home can buy decor, bakeware and china Saturday at the tearoom from 10 a.m. to 4 p.m.
Contact IndyStar reporter Cheryl V. Jackson at cheryl.jackson@indystar.com or 317-444-6264. Follow her on Twitter: @cherylvjackson.
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Tina's Traditional has closed permanently. Here's how the Carmel tearoom moved online. - IndyStar
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