Hi Trisha
My grandfather was called William Alonzo Fiddes and I believe he had his own painting and decorating business in the Spalding area. (My father was born in 1923 so I reckon it could have been any time after that). I have no idea what he called the business but Fiddes is an unusual name. The family moved to Peterborough in the 1950s but at this time he would have retired.
If there are any Fiddes names listed I suspect they would be family.
If it is not too much bother, could you look up the Pell family name please? (This is my grandmother's maiden name and might have traded under this name.)

Many thanks
Amanda