Twice a year there’d be an ad and a pricelist in the Abergele Visitor announcing Lewis’s Sale, Lewis’s was the men’s clothes shop next door to the Gwindy.
The owner had a name that really suited her personality: Jolly Much – a lively and kind woman.
Jolly would have a start date, tempting pricelists available for days beforehand, balloons and limited launch offers to build anticipation. She’d also stick paper on the windows to cover up the bargains until the ‘reveal’ on the first morning of the sale.
Skinny ribbed polo necks were in fashion and mum bought me a mustard one that was a bargain. I wanted to look like Illya Kuryakin from The Man from U.N.C.L.E.
In the 1970s, underpants were generally sold individually, but Jolly would bundle up the pants and socks so you’d get five pairs for 50 new pence.
Yes, the Abergele shop owner who really knew how to stage a sale was Lewis Bros’ Jolly Much.