One of the greatest British traditions, one that is deeply rooted in the heritage of our culture, is a day’s shooting in the countryside. Long walks between drives, as the dogs’ echoing bark and scent of gunpowder drifts through the crisp cold air, an occasional bang of a shotgun sends the heart aflutter. 

Entering this world can be exciting but daunting. Navigating the options is a tireless task, each country clothing shop and gunroom a regular Aladdin’s Cave. Spoiled by choice of tweed, loden and moleskin, not to mention whether a 12 bore or 20 bore is the right fit, where does one start answering the inevitable question of the right kit for this intoxicating sport?

Rural LIfe sits down with Alastair Philips, General Manager of William Evans in London, one of the leading emporiums for country clothing and shooting supplies. “I would recommend William Evans as a resource for most outdoor pursuits requirements across clothing, accessories and guns,” Philips explains. “We are a full service outfitter in the heart of London, and thus a brilliant destination for the novice getting into the sport…not to mention our namesake found success in reaching an untapped market, so nurturing new interest is effectively in our DNA.”

Located in St. James, a neighbourhood renowned for heritage and craft, William Evans first opened its doors on Buckingham Palace Road. The brand’s namesake had learnt his craft in the workshops of famed gunsmiths James Purdey and Sons and Holland and Holland, and with the inherent forsight of new business opportunities, Evans had the confidence to go out on his own. Although armed with adequate training from Purdey and Holland and Holland, Evans set himself apart in recognising a largely untapped market. Over the first thirteen years in business, William Evans grew to national recognition having built an enviable client list, which featured ranking officers in the Guard’s Regiments who ordered sporting shotguns and rifles before being posted throughout the Empire. 

By engaging with this clientele, business flourished. In addition to elite military personnel, William Evans then attracted the private member’s clubs such as White’s, Brooks and Boodles, who frequented the neighbourhood. Progress and brand evolution due to alterior influences and a discerning customer would secure the success of this brand, and determine how the gun trade would change over the next 100 years.



The range has continued to expand, now including shooting accessories and clothing, plus gun storage and servicing. “We pride ourselves on having the knowledge and variety to cater for every client and numerous shooting disciplines, and a personal passion of mine is advising new shooters on finding the right new piece of kit,” explains Philips.

Alastair Philips bought his first air rifle (a gun that propels projectiles using pressurized air and involves no chemical reaction) at age 8 for £64, after washing nearly every car in the neighbourhood. Born into a family that was enthusiastic about shooting, Philips launched a career in the gun trade, working as a valuer in antique firearms before joining the team at William Evans and hasn’t looked back.

“When I was offered the job of working as a junior in the gunroom thirteen years ago, I said yes without even knowing the salary! I was very lucky that my uncle lent me a 20bore William Evans as my first shotgun. So I have always had a soft spot for the brand.”

Philips explains one of the perks of this job, advising new customers on buying their first gun. “There is a great level of satisfaction when you help someone with a sport or pursuit that they really enjoy. It is a luxury, to be away from the office and in the field. So when it comes to advising, you are hopefully adding value to something that they will become thoroughly passionate about.” 

Phillips takes us through the various elements to consider when buying a first gun.

“The first step is if a client has been shooting with a borrowed gun, find out what they have been using to date and how do they feel about it.  Next is deciding what discipline of shooting the client wants to pursue most regularly- clay or game, ground game or wingshooting.” 

“It is key to look for something with a strong resale value as once you have found your feet, you will most likely want to upgrade or fine tune to your preferred type of shooting.”

“When the client starts to look at models and brands, it is important to look for something that catches the eye; that is something that they want to own. Pride of ownership is very important.” 

“The gun must be comfortable to hold and that isn’t too heavy or too light in the first instance. For example, if the gun is too heavy, a strong kick can hinder confidence and a professional gun room assistant can determine fit.”

“I would suggest sticking with some of the main brands for the sake of resale value as previously mentioned. Buy it from a shop with a good reputation and that you can build a rapport with. They will be a great source of advice and a place for servicing and repairs, and most gunshops will offer a warrantee even on second hand guns.“

“Our team would show them a couple of guns that we feel is close to what they will need at different price points. It is key to discuss the pros and cons of each option and why we recommend them. We try to arm the client with the information that makes them feel comfortable that they are making the right decision.” 

“A particular buzz is had from continuing to help a client after the sale. I will regularly get calls on the mobile from a shoot lunch where there is a debate about what chokes are best or the benefits of different styles of guns.”

“A gun is often a purchase with the next generation in mind. There was a William Evans gunroom assistant that sold my family the 20bore that I still use today! You are part of the start of a new family legacy.” 

“Shooting provides so much more than just brilliant sporting,” concludes Phillips. “It’s about style, food and drink, foraging, an appreciation of nature and spending quality time with close friends. The shooting world is a warm and welcoming one, looking to embrace new members and provide them with the help and advice they need. William Evans prides itself on having the knowledge and variety to cater for every client and numerous shooting disciplines and endeavours.”

So what happens next? William Evans provides a day to day resource that provides everything needed for a day’s shooting, and additionally attends one of the most highly anticipated events in the shooting calendar: The World Gunmaker’s Evening.

London living shooting enthusiasts had the opportunity to gather in Knightsbridge for a night dedicated to the best the gun trade has to offer. Leading gunmakers from all over the world join forces to show their latest wares, mingle with clients old and new over a glass of wine, and celebrate the shooting community. 

Such an event is geared at those based in town who have a passion for the countryside, and allow shooters to meet new people from the industry and discover a range of fine guns from across the world.

No doubt before long the novice shooter will find themselves hooked on the gleaming walnut of the guns, rich and sumptuous tweed, and sharp smells of polished leather. Paired with a day in the outdoors, enjoying like-minded company, it’s sure to be a welcomed new string to the gentleman’s bow.

To find out more about William Evans, please visit: www.williamevans.com