{"id":34712,"date":"2016-12-03T00:46:19","date_gmt":"2016-12-03T00:46:19","guid":{"rendered":"http:\/\/www.jomec.co.uk\/altcardiff\/?p=34712"},"modified":"2016-12-03T00:46:19","modified_gmt":"2016-12-03T00:46:19","slug":"in-depth-roaths-hidden-business-corridor","status":"publish","type":"post","link":"https:\/\/cardiffjournalism.co.uk\/altcardiff\/2016\/12\/03\/in-depth-roaths-hidden-business-corridor\/","title":{"rendered":"In depth: Old arcade, new media"},"content":{"rendered":"

How does Wellfield Court, a labyrinth of small businesses, compete with chains?<\/strong><\/h3>\n

In July 2014, a canopy of colourful umbrellas appeared over the streets of Agueda<\/a>, Portugal to ring in a local arts festival. This whimsical creation has since been emulated in many locations worldwide including the Dubai Mall<\/a>, Qatar\u2019s Souq Waqif<\/a>, Turkey\u2019s Antalya street<\/a> and Cardiff\u2019s own Wellfield Court<\/a>.<\/p>\n

\"Enter:

Privately owned Wellfield Court, on Wellfield Road is home to 10 independent business establishments. As the courtyard is not immediately visible from the main road, the tenants jokingly refer to it as Cardiff\u2019s best kept secret. To vie for customers, retailers down the corridor are now relying on the viral impact of social media to promote their business and create online visibility for their brands.<\/p>\n

\"Wellfield

Eclectic and award winning<\/strong>
\nMojo King clothing<\/a> sells modtastic<\/em> menswear and has been a tenant for nine years. Paul Reeves who owns the store says it is a lifestyle shop that caters to those with a little cash to spare, primarily in their 40s, trying to relive their youth.<\/p>\n

Paul\u2019s neighbour, Belinda O\u2019Donnell, is ecstatic. Her store Penny Lane Vintage<\/a> has just been awarded Cardiff\u2019s best fashion retailer<\/a>,<\/u> at the 2016 Cardiff Lifestyle Awards<\/a>.<\/p>\n

It\u2019s always a struggle to get footfall into the arcade but \u201cfingers crossed\u201d the award is going to help business and put it on the map, Belinda says, sounding hopeful.<\/p>\n

Stuart Boltershone and his French business partner Dorothee Henry recently converted the long-standing Wellfield Diner (located opposite Belinda\u2019s store), to Caf\u00e9 du Chat Noir<\/a> \u2013 an authentic bistro, complete with Wi-Fi. Classy, yet individual, a little bit of Paris in Cardiff is how Wendy Powell, a customer describes the caf\u00e9.<\/p>\n

The Beads Nest<\/a>, a women\u2019s accessories store just celebrated ten years in the court.<\/p>\n

Wellfield Court is over 30 years reveals the store\u2019s co-owner Vivienne Whitty. Once upon a time the arcade was part of a house. Remnants of the old house\u2019s chimney is still visible from inside her boutique.<\/p>\n