A new chapter is unfolding at The Swan in Bampton. The pub, which had closed its doors late last year, has been given a new lease of life by Charlotte Welch, 29, and her fiancé Jack Alden, 32.
The couple, who will marry on October 18, 2025 after eight years together, has brought their extensive experience in the hospitality industry to this beloved local establishment.
Both Charlotte and Jack have deep roots in the hospitality industry. Jack began his career at Abode, Michael Caine’s restaurant at The Royal Clarence Hotel in Exeter, before it tragically burnt down.
“I did an apprenticeship with Michael Caine, and I was there for five years,” Jack said.
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His journey then took him to several reputable establishments, including the Salutation in Topsham, where he worked alongside Charlotte.
Charlotte’s path into hospitality was through her studies at Exeter College, where she specialised in food and beverage service.
Her connection with Jack, however, predates their professional collaboration. “We’ve known each other since I was about 15," Charlotte said.
"We did work experience at the Abode when I was at school and Jack was working there doing his apprenticeship.”
Their paths crossed again at The Salutation and later at the Magdalen Chapter Hotel, thanks to a mutual friend. Their professional journeys converged once more when they both found themselves working in the same complex - Charlotte at The Stable and Jack at The Terrace.
When Margoux, where Jack had been working, closed, and after Charlotte’s five-year stint at Rockfish, the couple decided to step out of their comfort zone.
They moved to Oxford and took over The Bell, a pub with a stellar reputation and a Bib Gourmand. However, the venture didn’t turn out as they had hoped.
Charlotte said: “It just wasn’t for us as we wanted to do our own thing. I missed Devon and was feeling a little homesick.”
The couple returned to Devon and took positions at Winslade Manor, all the while knowing they wanted to open their own place.
Their opportunity came in the form of The Swan. Jack said: “We had just viewed The Swan at the end of October 2023 while other people were looking at it. Winslade knew we weren’t going to be there forever. Andrew and Simon, the pub's landlords, knew we were interested, as was their agent.”
Taking over The Swan was a strategic decision for the couple. The pub already had a solid reputation for good food, making it an easier transition. “And, because this place already had such a good reputation, we knew about it,” Jack said.
"It’s on the radar as they were doing good food, making it easier to come into a pub that’s already got that. As you know, people will come in for that already rather than a longer journey of trying to build a reputation from scratch.”
The Swan also had accommodation rooms, which appealed to the couple. From a financial perspective, the pub was a sensible choice. “Affordability-wise, the pub already had a lot of stuff here," Charlotte said.
"For a younger couple, it made sense when we’re putting our life savings into the lease of a pub.”
The couple took on the lease on January 24 and set about making the pub their own. They couldn’t make any structural changes but refreshed the interior with a new coat of paint, updated furniture, and their personal touch.
Charlotte said: “We wanted it not to look crazy different because people love the pub, and nobody likes change, but we wanted to make it warmer, cosy and like a village pub should be.”
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The local community has warmly received the Swan, and Jack notes that its presence has helped boost footfall in the village.
Jack said: “We went to the deli often while painting and decorating here. They said it draws people in, as it helps their businesses when people come to The Swan for lunch or a drink, and then they can walk around the town. But if there’s nowhere for them to do, they found a fall in footfall,” he says.
The couple has also received positive feedback from their customers, some of whom have become regulars. They source their meats from the Fordmore Farm Shop, ensuring top-quality produce for their patrons.
“We get all our meats from Fordmore Farm Shop, which I love,” Jack said.
They select from two farms where they buy their meat. “Their chicken is top quality, and you know you’re going to get good produce that people will appreciate,” Jack added.
With summer approaching, the couple is gearing up for the busy season. They’re ironing out the quirks and planning new initiatives, such as a Wednesday steak night and a collaboration with Corks 'n Cru, the local wine shop. They also hope to open the accommodation rooms by the end of April and revamp the outside decking.
Running a business as a couple has challenges, but Charlotte and Jack have found their rhythm. “Jack’s always in the kitchen, and I’m always in front of the house,” Charlotte said.
"We work together well and trust each other to do what’s needed. We’re clear in what our roles are.”
The couple’s border collie, Alfie, has also become a part of The Swan’s charm, greeting customers and winning over the regulars.
Charlotte had a surprise reunion with her old religious education teacher from her days in Exeter.
She said: “Rev Kev in Bampton was my old teacher. It was a surprise when he came in to introduce himself. I thought I knew him, and it dawned on him that he used to teach me at St Peter’s in Exeter.
"It was quite funny, and he suggested I owed him homework.
"I told him I never did it anyway, and he said, ‘That’s why you run a pub’,” Charlotte laughs.
As they look ahead to their wedding next year and the future of The Swan, one thing is clear - this is just the beginning of their story.
