{"id":50293,"date":"2019-11-25T20:22:12","date_gmt":"2019-11-25T20:22:12","guid":{"rendered":"http:\/\/www.jomec.co.uk\/altcardiff\/?p=50293"},"modified":"2019-11-25T20:22:12","modified_gmt":"2019-11-25T20:22:12","slug":"pennylane-vintage-business-show-the-way-to-a-sustainable-future","status":"publish","type":"post","link":"https:\/\/cardiffjournalism.co.uk\/altcardiff\/2019\/11\/25\/pennylane-vintage-business-show-the-way-to-a-sustainable-future\/","title":{"rendered":"Cardiff Character: Belinda O&#8217;Donnell"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">The owner of Penny Lane Vintage is leading the way to a sustainable future, fuelled by her passion for all things past<\/h3>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"980\" height=\"635\" loading=\"lazy\" src=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Feature-Image-Belinda-ODonnell-1.jpg\" alt=\"\" class=\"wp-image-50369\" srcset=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Feature-Image-Belinda-ODonnell-1.jpg 980w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Feature-Image-Belinda-ODonnell-1-300x194.jpg 300w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Feature-Image-Belinda-ODonnell-1-768x498.jpg 768w\" sizes=\"auto, (max-width: 980px) 100vw, 980px\" \/><noscript><img decoding=\"async\" width=\"980\" height=\"635\" src=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Feature-Image-Belinda-ODonnell-1.jpg\" alt=\"\" class=\"wp-image-50369\" srcset=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Feature-Image-Belinda-ODonnell-1.jpg 980w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Feature-Image-Belinda-ODonnell-1-300x194.jpg 300w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Feature-Image-Belinda-ODonnell-1-768x498.jpg 768w\" sizes=\"(max-width: 980px) 100vw, 980px\" \/><\/noscript><figcaption>Belinda O&#8217;Donnell stood in the doorway of Penny Lane&#8217;s dressing room<\/figcaption><\/figure>\n\n\n\n<p>Dusty Springfield sings <em>I Only Want to be With You<\/em> as Belinda O\u2019Donnell looks out towards the crowded unit teeming with antiques. Clothed in a vibrant red turtleneck and vintage equestrian blazer, she reminisces on the journey of Penny Lane whilst excitedly discusses the future of the sustainable vintage industry and her ever-changing store.<\/p>\n\n\n\n<p>Penny Lane Vintage is known as one of the top independent businesses in Cardiff. It is an emporium of treasure buried in Wellfield Road, specialising in fashion, jewellery, and antiques; selling objects as old as the eighteenth century. But who is the intellect behind the booming business?<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Clothing-in-Penny-Lane-1-2.jpg\" alt=\"\" class=\"wp-image-50368\" \/><noscript><img decoding=\"async\" src=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Clothing-in-Penny-Lane-1-2.jpg\" alt=\"\" class=\"wp-image-50368\" \/><\/noscript><figcaption>&#8216;Clothing from the Victorian era all the way up to the late 70s&#8217;<\/figcaption><\/figure>\n\n\n\n<p><strong>Here for the 60s<\/strong><\/p>\n\n\n\n<p>Belinda was introduced to vintage through a scooter club for mod enthusiasts. Often dressing in retro clothing bought online, Belinda entered the world of buy and sell to pass on garments. \u201cBefore I knew it,\u201d she said, \u201cI began making around \u00a3100 a week selling this clothing.\u201d<\/p>\n\n\n\n<p>Her business journey began in the arcades of Cardiff, before spreading across England. Belinda finally settled back on Cardiff\u2019s Wellfield Road and for almost six years this has been the home of Penny Lane Vintage.&nbsp;<\/p>\n\n\n\n<p>Lining the shop, vintage clothing hangs in an abundance of colour. Belinda says: \u201cIt\u2019s interesting to think about who would have worn the clothing and where they went when they did. Maybe they met their future husband in that dress!\u201d<\/p>\n\n\n\n<p>In recent years, there\u2019s been a <a href=\"https:\/\/www.vogue.co.uk\/article\/best-vintage-shops-in-world\">growing<\/a> conscience for the sustainable fashion industry. As this idea evolves through communities and generations, online reports have hinted at vintage and sustainable fashion filling our closets by 2029, pushing out high-street clothing and fast fashions.<\/p>\n\n\n\n<p>Belinda is already on to the re-cycled movement and attributes this to consumers possibly becoming \u201cbored\u201d of fast fashion; the good quality of vintage clothing; and the simple fact they know they aren\u2019t going to bump into anybody else wearing it.<\/p>\n\n\n\n<p>Belinda collects the most unique items for Penny Lane that you\u2019re bound to be the only person owning, from diamante-studded Elvis Presley bags to enormous collaged art-work bragging multi-culture elements.&nbsp;<\/p>\n\n\n\n<p>Bobbing her blonde hair, Belinda happily boasts a large mixed customer base due to the items she holds in store.&nbsp; \u201cHowever,\u201d Belinda said, \u201cyour market can be so limited. I get a lot of disappointed customers.\u201d<\/p>\n\n\n\n<p>But Belinda adores her business and never grows tired of presenting her own personality and fondness through her finds. <\/p>\n\n\n\n<p>In discussing the clothing she said: \u201cI love 60s clothes and 50s clothes. I wouldn&#8217;t particularly wear 30s and 40s but that&#8217;s because I don&#8217;t think they suit me, but some people suit a certain era of clothing and look great!\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong>\u201cHaving one of everything is so unique but it is also frustrating!\u201d&nbsp;<\/strong> <\/p><\/blockquote>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Furniture-Unit-of-Penny-Lane-1-1.jpg\" alt=\"\" class=\"wp-image-50364\" \/><noscript><img decoding=\"async\" src=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Furniture-Unit-of-Penny-Lane-1-1.jpg\" alt=\"\" class=\"wp-image-50364\" \/><\/noscript><figcaption>&#8220;You might visit in two months&#8217; time and it will look completely different as items come and go&#8221; &#8211; Belinda O&#8217;Donnell <\/figcaption><\/figure>\n\n\n\n<p><strong>Cherished pasts, unique futures<\/strong><\/p>\n\n\n\n<p>\u201cWith objects, you always think of how people who cherished them would have handled them,\u201d she continued. \u201cAll the things I have are obviously treasured by somebody otherwise they wouldn&#8217;t be around now.\u201d<\/p>\n\n\n\n<p>Specifically sourced memorabilia encompasses the room. From floral hand-painted arts to old telephones and suitcases that travelled to who knows where.&nbsp;<\/p>\n\n\n\n<p>Items in Penny Lane are hand-picked by Belinda, who believes it is important to know the story behind each object through sourcing by hand rather than from warehouses or offline like many other vintage retailers.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"1843\" height=\"1382\" loading=\"lazy\" src=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell.jpg\" alt=\"\" class=\"wp-image-50366\" srcset=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell.jpg 1843w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-300x225.jpg 300w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-1024x768.jpg 1024w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-768x576.jpg 768w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-1536x1152.jpg 1536w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-1440x1080.jpg 1440w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-400x300.jpg 400w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-100x75.jpg 100w\" sizes=\"auto, (max-width: 1843px) 100vw, 1843px\" \/><noscript><img decoding=\"async\" width=\"1843\" height=\"1382\" src=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell.jpg\" alt=\"\" class=\"wp-image-50366\" srcset=\"https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell.jpg 1843w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-300x225.jpg 300w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-1024x768.jpg 1024w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-768x576.jpg 768w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-1536x1152.jpg 1536w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-1440x1080.jpg 1440w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-400x300.jpg 400w, https:\/\/cardiffjournalism.co.uk\/altcardiff\/wp-content\/uploads\/sites\/13\/2019\/11\/Moving-Shot-Image-Belinda-ODonnell-100x75.jpg 100w\" sizes=\"(max-width: 1843px) 100vw, 1843px\" \/><\/noscript><figcaption>&#8220;People see it as a museum as they start talking about stuff&#8221; &#8211; Belinda O&#8217;Donnell<\/figcaption><\/figure>\n\n\n\n<p>Smiling contently, Belinda notes: \u201cI\u2019m so pleased. It\u2019s hard to start a business and very often within the first two years, it will not survive. I\u2019ve managed to survive.\u201d But how does she continue to secure her business\u2019 future footprint?<\/p>\n\n\n\n<p><strong>The future of antiques<\/strong><\/p>\n\n\n\n<p>In remembering the beginning of her business\u2019 expedition into furniture, Belinda says: \u201cI had a beautiful wall clock when I first opened that I grew so fond of that I took it home and put up on the wall.\u201d <\/p>\n\n\n\n<p>She spoke light-heartedly of the bitter-sweet memory, adding: \u201cWhat a mistake. It looked fabulous, but my husband wouldn\u2019t let me keep it. I brought it in and it sold straight away! The man who bought it loves it and has been back several times to tell me just how much.\u201d<\/p>\n\n\n\n<p>Belinda hopes to venture further into the furniture element of her business that she established two years ago. She is currently researching chairs due to the <a rel=\"noreferrer noopener\" href=\"https:\/\/www.harpersbazaar.com\/uk\/culture\/lifestyle_homes\/a25949359\/antiques-popular-millennials\/\" target=\"_blank\">rising<\/a> vintage trend. She says: \u201cFrom Victorian to modern-day chairs, there\u2019s such a lot to know. And that\u2019s just one subject.\u201d&nbsp;<\/p>\n\n\n\n<p>Belinda beams as she discusses her efforts in researching each and every item within Penny Lane. Her dedication to detail extends to attending courses to ensure she can bring value to her items. But as the business evolves, her learning is never-ending.<\/p>\n\n\n\n<p>&#8220;This business is the sort of thing you could learn all your life,\u201d she says, \u201cand you\u2019d never know enough about it.\u201d <\/p>\n","protected":false},"excerpt":{"rendered":"<p>The owner of Penny Lane vintage leads the way to a sustainable future, fuelled by her passion for all things past<\/p>\n","protected":false},"author":282,"featured_media":50357,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[200,201],"tags":[6945,6946,150,203,622,4083,458,552],"coauthors":[],"class_list":["post-50293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-business-home","tag-antique","tag-cardiffcharacter","tag-business","tag-cardiff","tag-fashion","tag-future","tag-sustainability","tag-vintage"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>PennyLane Vintage Business show the way to a sustainable future<\/title>\n<meta name=\"description\" content=\"Belinda O&#039;Donell of PennyLane Vintage shows us 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