T J Davies & Son’s Retirement Sale enters its fourth week with everything half price

T J Davies & Son has been a fixture of Aberystwyth for 75 successful years.

The Jewellery Shop was founded by Titus John Davies. Born in Pencader, he received his training as an optician and jeweller with Cecil Jones in Llandysul and then in Aberystwyth before opening T J Davies at 10 Terrace Rd.

Titus' wife, Annie Felix Davies, opened the China Shop next door at 10a Terrace Rd soon after.

Their son, John R Davies, left Llandaff Cathedral School at the age of 16, where he was head chorister, to come and work with his parents in the Jewellery Shop in 1957.

After Titus and Nancy's retirement in 1978, John and his wife Ann Davies went on to expand by moving the China Shop from 10a Terrace Rd to 16a North Parade in 1985 and then in 1990 the Jewellery Shop moved to 11+13 North Parade.

John and Ann's energy and enthusiasm were instrumental in successfully building on the business’ reputation.

Over 100 staff have worked at the shop since 1948 with the majority speaking Welsh.

"We pride ourselves on being able to give a service through the medium of Welsh – that's always been important to us," said Ann Davies.

Many of those who work at the shop have been there for many years – among them Ann Colledge who has been at the counter since she left school 45 years ago.

"It's a great place to work – we're like one family," she said. "Well to tell you the truth, my aunt worked here, my sister Ray works here and Siân, another sister, used to work here.

"The fashion has changed over the years but I knew pretty much what each customer wanted as they came through the door! It's been a lot of fun and I've got to know a lot of people. It's an iconic shop."

T J Davies & Son was one of the first shops in Britain to sell Swatch watches in the '80s.

To promote the new company and substantiate claims that the watch was indestructible John organised, a watch throwing competition! The person who managed to throw the furthest would win a brand new Swatch watch. The competition attracted attention with some keen candidates returning many times to perfect their throwing technique on Aberystwyth beach. Despite all the throwing the watch survived!

The decision to retire had been on the cards for some time with arrangements to start the process before the pandemic. But the last three years defied that intention, especially with the sudden passing of John in August 2021.

The next few weeks will be difficult but on the other hand it's an opportunity to buy beautiful things that have been chosen by John and Ann over the years and this is what has made it such an unique independent shop.

While it’s sad to see the shelves emptying it’s heartening to think that everything is being bought by loyal customers and people who have a strong connection with the shop.