As we chat over coffee, Afia Begum is describing people's shock after passing by her new café Indulge, in Maindee, Newport. "I have had people come in and say 'where are the toilets', and I've told them 'these were the toilets'!" she laughed. "People come in and want to look at how much it's changed."
Opening its doors less than a month ago, Indulge is located in a renovated former 1930s toilet block at Maindee Triangle, the result of a project by the charity Maindee Unlimited to help restore the area's fortunes. The public toilets between Chepstow Road and Livingston Place were unused for years before being restored earlier this year.
With its elaborate pink and green floral displays, soft pink-coloured seats and welcoming interior, Indulge is a world away from its former guise. With first-time café owner Afia, 40, at the helm, it is a major step forward in an area which has had its struggles in recent years. You can read more about what people think about Maindee and its future here.
Read more: The unexpected transformations of Wales' public toilets
"People love the menu," Afia, originally from Birmingham, explained inbetween pouring a flat white for an eager customer. "Some people have even asked if we can open later. Young girls come and they love the flower wall, and on Instagram on social media people love it. People are waiting on the summer and the good weather to come too."
The eye-catching decor is inspired by the ornate floral interiors of the likes of EL&N cafe and Peggy Porschen, which Afia had long admired through visits to London over the years. But planning restrictions meant she was reluctant to make the leap into running her own cafe in Newport - where she has lived for 22 years - until she stumbled across the Maindee toilets while they were being renovated with help from Newport City Council. Attracted to the unique building and its plentiful outdoor space, which have also been given a major clean-up, she fell in love.
"It was very random but I came across this place, rang the number and realised the number was already saved in my phone," she remembered. "It was 2021 - I spoke to a few of the members [of the charity] and emailed them my concept which they liked. It was the space I was looking for, definitely." You can get more Newport news and other story updates straight to your inbox by subscribing to our newsletters here.
One interview later and Afia was selected by the charity to run its new venture, as they had been looking for a café to fill the space. As well as the usual teas and coffee, Indulge boasts an unusual Asian-infused offering which includes pakoras and its Indulge Special, samosa burgers - yes, you heard that right. Cooked up before our eyes later in our visit, it's a sight to behold and a seriously tempting offer, even after the indulgence (no pun intended) over Christmas.
With plenty of savoury treats, desserts like waffles and crepes, hot drinks, an all-day breakfast and hopes of launching afternoon tea in the near future, Indulge is part of what Afia hopes will cater to one of Newport's most diverse areas. "There are people from so many different backgrounds around here," she said. "So I wanted to cater for everyone. I know a lot of people tend to go to Cardiff for certain food and drinks, but I thought we might be able to do the same thing in Newport.
"You've got your pink and white hot chocolates, and for the food I wanted to get the Asian [influence] in and mix it up a bit. I don't know anywhere in Newport that has a similar concept."
As well as its unique offering and interior, Indulge, importantly for Afia, is female-fronted - something she says is quite rare among businesses in the area. She speaks about women walking into shops or restaurants full of male workers and feeling intimidated, something she said she hoped to counterbalance by creating a space where people felt safe and comfortable.
"Initially, I wanted something that was for all genders but where women could come and have little parties, especially with this kind of layout, the doors open up so you could have christenings, birthday parties, things like that. I want everyone to feel comfortable, that there is something for everyone. I feel in Newport there wasn't anything aimed at women. I've got a 15-year-old daughter myself and when she wants to go anywhere, I need to double check where she is going to [for safety]. Somewhere like this, I wouldn't have a problem."
Although Afia got the keys to Indulge in the summer, renovations meant she didn't open until just before Christmas. She admitted Maindee had struggled in recent years but that she hoped to play a part in the rejuvenation of the area, telling me she wanted to hold events for all communities including a Christmas grotto, Valentines' Day, Easter and Ramadan.
With the cafe still only in its fourth week, Afia said people had been doing double takes when they walked past and saw the changes in the formerly run-down building. "I used to come to these toilets when I was young!" she laughed. "Like others, I would travel to Birmingham or London for that food concept. There are some areas [that offer it in Newport], but I think it can get picked up here.
"Especially with all the work they're doing on the car park, they'll be changing the road layout, the shops hopefully around here [in Maindee] will be full in time. I'm happy to help wherever I can."
Afia, a single mum of three juggling her café alongside a second job which often sees her bring her laptop to work while her brother serves customers, said she was also inspired by her late father who passed away several years ago.
"He was a hard worker, my dad, and he is my inspiration. He worked three or four jobs in one go just to make ends meet. He's no longer with us but he did so much for us growing up. I know if he was here now he would be super proud. My older and middle brother are successful businessmen, and I knew I had it in me but had only ever helped others.
"But this was something I dreamt of, and bringing it to life... When I originally put the flower walls up, I sat there and it was a mess before and seeing it come to life.. I used to go to EL&N in London and take pictures of the flower wall. And now this is my flower wall - I really am just taking it all in. I didn't believe in myself for a little while, because of my personal circumstances, but this is the start of Indulge."
With the cafe open 8am to 8pm every day, a second job and three kids to manage, I ask how she manages it all?
"I don't even know - I have no idea!" she laughed. "I just get through it, take each day as it comes. My family are my rock. My children - one girl and two boys - keep me going. They see how dedicated I am and I want to push that in them and show them that no matter what your situation is, you can do it. You just have to believe in yourself."
As well as her brother Shahid, who helps out in the café, Afia is really keeping it in the family - she gleefully points out the names of various items on the menu board which were named by her kids. "My youngest came up with 'drizzly doughnuts'. My other boy came up with 'explosive fries' and my daughter came up with 'berry boujee'.
"I couldn't have done any of this without the support of my family - my mum, brothers and sisters. Even those who didn't help physically or financially have given me moral support. I hope, as a woman doing this, that it will inspire other young girls to follow their dreams. This has been my dream since I was young, and now I am doing it aged 40!"
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