Tom noticed that equestrian and country show attendees had little stylistic expression in their attire, often sticking to plain and mellow designs. He decided to change this, starting with 100 pairs of bright pink wellies. The experiment was a massive success, proving that bold and quirky designs could resonate with customers.

By intentionally incorporating unique elements like mismatched buttons and funky printed linings, Tom created designs that combined style with practicality. In 1994, the company officially rebranded as Joules and quickly gained traction, becoming a favorite at country shows by 1997.

However, the outbreak of foot-and-mouth disease in 2001 posed a significant challenge, leading to event cancellations and excess stock. The Joules team took to the road, visiting retailers across the UK. Their efforts paid off, turning a potentially disastrous year into a success story.

By 2002, Joules introduced a mail-order service and opened its first store in Market Harborough. This expansion was followed by the launch of the Joules website in 2003. Today, Joules has grown into one of the most beloved welly brands in the UK, with over 120 stores and a range of products, including toiletries and garden items.