The town of Llantwit Major has seen many changes throughout the years, with shops coming and going, moving within the town, and houses popping up everywhere. However, the town, known for its history and beautiful coastline, has a shop that has outlasted the rest.
Located on East Road - placed between a hairdressers and a flower shop - sits The Chocolate Box, a gift, card, and sweet shop that on March 31 celebrates 50 years in business. The much-loved shop has changed slightly over the years, however, the support from locals has not.
Elaine Smith, 65, took over the shop seven years ago when the previous owner Maureen passed away, though Elaine says she has worked for the business now for around 20 years. Elaine explained: "I bought it when Maureen very sadly passed away seven years ago. I decided I was working here anyway, and I've been here a long time and I like the customers, they're brilliant."
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The business was first registered on March 31, 1972. "There were four previous owners," Elaine explained: "Mr and Mrs Wilks or Wilkie, who established the business. Then they sold to Mr Bernard Lewis, who I actually worked for a few years back. Then Mary Barclay bought it from Bernard, Maureen bought it off Mary."
Initially, Elaine, from Llanmaes, believes the business was more of a newsagents: "I think it was sort of more just a general newsagent type of shop, and it sold cigarettes originally." However, as the shop moved with the times and exchanged ownership it has become a go-to in the town for cards particularly, as well as other gifts, chocolates, and sweets.
Since taking over Elaine has worked hard to expand the shop's portfolio of cards. She explained: "If you can't find a card here you're not going to find a card anywhere. We sell random cards from 'For the death of your pet' to 'Happy Divorce', you name it."
Additionally, as much as possible, Elaine works with other independent, small, and mostly Welsh businesses as she knows how important they are. "To compete with two supermarkets on my doorstep, I've got to be different. We've also got souvenir stuff if people come on their holidays, I get chocolates in from Haverfordwest, I travel to Cardiff to get my sweets - and most of them are made in Newport. I've even got a lady who just paints cards from Wick."
The success of the business, particularly over the last two years with the pandemic, Elaine attributes to the support of locals. "They've supported me and they have been brilliant," she explains, "Because we were in lockdown, and once we came back, I didn't know whether people would carry on doing online shopping.
"The second lockdown was awful for me because that was my main times of year: Christmas, Valentine's Day, Mother's Day and Easter." Elaine explained how she had to make up gift baskets in the window, with her phone number for people to call if they would like to order one. "Half of Llantwit has my number now!" she half-jokes.
Thinking she would be able to re-open for Easter in 2021, Elaine last-minute purchased Eggs ready to sell, however a delay in restrictions lifting left her still unable to open. "I live in Llanmaes and they put it on the Llanmaes hub: 'Please support Elaine she's got lots of Easter eggs if you need an Easter egg' and I didn't even have one Easter egg in the end to give to my husband."
Since returning properly to business, Elaine believes she has been busier than ever, thanks to people's newfound gratitude to the shops on their doorstep: "Once we opened we were busier than when we'd closed," she smiles. Sure to thank shoppers for all their support, Elaine happily offers celebratory chocolates to customers to celebrate the 50th anniversary of one of Llantwit Major's town centre staples.
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