He took a job with R. Willey & Company in
Ludgate Hill, and then Morrison & Dillon's to learn all aspects of the trade. Whiteley lived frugally. Not smoking or drinking, he was able to save £700, enough to start his own business. In 1863 he opened a Fancy Goods shop (
drapery) at 31
Westbourne Grove,
Bayswater, employing two girls to serve and a boy to run errands. Later one of the girls, Harriet Sarah Hall (or possibly Hill, based on marriage records), became his wife. Although friends warned him that the location was not promising, his business grew, eventually requiring fifteen employees. He made a consistent practice of marking all goods in plain figures and of making his shop window attractive, and was satisfied with small profits. At the time when he opened his first store, Westbourne Grove was an upper middle-class area serving a wealthy clientele, but this area was declining in social status and popularity. Whiteley then began to develop more of a mass market appeal. He transformed his humble linen drapery into London's first
department store by adding a meat and vegetable department and an Oriental department with cheap, imported goods from Japan and China. Rival retailers resented Whiteley's encroachment on their territory and in 1876, they staged an angry
charivari (
public shaming ritual) by demonstrating in the streets and burning a "Guy" dressed in the traditional costume of a draper. Claiming that he could provide anything from a pin to an elephant, William Whiteley dubbed himself "The Universal Provider". In 1899 the business became a
public limited company, with Whiteley as the majority
shareholder. ==Murder==