I’ve photographed the premises of Sealed with a Loving Kiss (SWALK) before, when it was the vintage area of Joie de Vivre.
While the downstairs of the shop remains the same, upstairs you’ll now find something a little different, in the shape of the wonderful little independent lingerie boutique, SWALK.
I popped along to meet the owner, Louise, who told me a little about her story and the shop. A former teacher (there seems to be a lot of those owning arcades businesses!), she decided to set up SWALK as there was nothing similar enough here in Cardiff.
The store is stocked with lots of independent and specialist brands, many of which you won’t find elsewhere in Wales. It’s only a small area, but I love the pink flamingo wallpaper (who doesn’t love a flamingo?) and the cute selection of stock in the shop. Apparently the liquorice allsorts underwear is a big seller, and looking at it, it’s pretty easy to see why… so cute!
Louise is waiting to see how well the shop takes off before considering moving into an entire shop, but happily she says that she’s doing well so far. With a fair few empty arcade shops at the moment, it’d be nice to see one of them filled, but it’s also pretty sweet to have a little store tucked away upstairs in Joie de Vivre – like a little secret that you might happily stumble upon one day.
It’s not just lingerie which SWALK specialises in, it also houses a vintage hair and beauty parlour, with events planned for Friday primping and preening sessions, a great idea which I really hope takes off.
As always, any comments, thoughts, questions and suggestions are always gratefully received in the box below.