Alan Edge stands behind the counter, calm and collected, reflecting the interior of his quirky outlet and his penchant for the eccentric.
Born in Newcastle originally, Alan, 40, moved to Cardiff in December 2014 to open the shop, Princes and Paupers, in the Castle Emporium on Womanby Street.
“Cardiff feels like it has an edge, it does feel like it’s on the cusp of something. I can taste the creativity in the air,” Alan states with a warm Geordie accent, gazing around his shop which is a perfect manifestation of his retro personality. The store prides itself on its thoroughly vintage ambience, furnishing his true love for archetypal classic paraphernalia for men which is normally very difficult to find.
He says, “My idea was to open a shop where you could get all the harder to find clothes and accessories for men because we don’t really have the choice that women have.”
Overcoming obstacles
It hasn’t been an easy ride for Alan, as he explains that dealing with depression is one of the biggest obstacles that he has had to overcome whilst being in business. Life can sometimes leave you feeling slightly discomfited and dispirited, but according to the shop owner, having an outlet for creativity and stimulation helps you to overcome the challenges life thrusts at you.
“I’ve always been self-employed so I’ve always set challenges for myself. I’ve generally done it without any support. Things might have been easier if I’d joined the rat race, but I wouldn’t be happy,” he claims.
He explains that having a creative process and turning an idea into reality is one of the most satisfying outcomes that can be experienced.
“The style and the clothing that I have is kind of like an echo of my grandfather’s era. So I’m kind of carrying on his memory in a way”
When asked about his biggest influences, Alan made it clear that nothing is more important than family. He resolutely emulates his grandfather as he proclaims him to have been a hard-working and self-made man.
“I think part of what I do in this shop, the style and the clothing that I have is kind of like an echo of my grandfather’s era. So I’m kind of carrying on his memory in a way,” Alan professes.
He also explains how his can-do attitude has derived from his mother as he observed how she dealt with difficult situations when he was growing up.
“My mother is a fantastic woman. She’s very strong,” he says proudly.
Despite his conscientious disposition, Alan did confess to having a weakness.
“Biscuits are my weakness. Chocolate Hobnobs are my favourite. I’m definitely a dunker, but I’m trying to wean myself off Hobnobs,” admits Alan.
Surviving the hard times
Alan describes how he consistently must develop strategies for the future because business in retail during the winter months is extremely unreliable.
Alan states, “January, February and March are terrible months for retail, so anything I make between now and then has to carry me over those quiet months.”
Reshaping and rejuvenating the business by constantly being on the lookout for new and diverse products is something that can make all the difference between the life and death of an independent store. He aims to create a better online presence, in order to connect with his customers and strengthen his business.
He explains, “You can’t sit still, you have to keep innovating and reinvigorating the shop and do more marketing.”