From the van to the counter

1. 1994

   An angler at the Pontinha

   It began in 1994, when Ian and Elda Hainey decided to follow their love of the sea and of sport fishing.

   Ian stood out fishing at the Pontinha in Funchal, with tackle nobody had seen here. His friends asked, so he started bringing it over from the UK and selling it from his van.

2. 1996

   The shop at home, in Monte

   In 1996 Ian and Elda opened "O Inglês" in their own home in Monte.

   They made their own sinkers and repaired rods and reels. Ian was known for the precision of his repairs, and even his sinkers were made with particular care.

3. 2008

   Friday the 13th, in São Martinho

   On Friday 13 June 2008 the shop opened in Rua do Engenho Velho, São Martinho, where we still are today.

   It looked risky. But luck is for those who fish with passion.

4. 2015

   The licence, at the counter

   We started helping customers get their fishing licence online, right there in the shop. It is still what visitors thank us for most.

5. 2016

   O Inglês on TVI

   In June 2016 the shop featured in reports on TVI’s Jornal das 8 and on TVI24.

6. 2021

   Elda at the helm

   In February 2021 we lost Ian. The shop reopened a few days later, counting on everyone’s support and trust.

   Since then, Elda has carried on at the helm, with the family. Customers know her by name.

7. 2026

   Thirty years

   In 2026 the shop turned 30. It gained a new float in its logo, tools to fish Madeira better, and a community that started at the counter.

Today

The counter is the same: tackle for Madeira’s sea, rods and reels repaired, help with the licence, and honest advice on where and how to fish.

If you have a story about Ian or the shop, tell us. We would love to keep it.

Thirty years on, the counter is still open.