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It's The Yella Brick Road To Rotherham

News - Local News

Wednesday, 03 February 2010 15:48

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A Rotherham-born entrepreneur has gone back to her roots and opened a new independent women’s clothing and accessories boutique in the town centre, thanks to the new Vitality Grants scheme.

Yella Brick Road opened its doors at the beginning of December in Imperial Buildings, the town’s flagship Renaissance residential and retail development.

Owner Danielle Roden said: “I am extremely excited about opening this kind of boutique in Rotherham town centre and thrilled to be the first one in this gorgeous retail arcade.

“I remember this building from my childhood. I’ve had shops before in Thailand and also online but it’s nice to come back to my roots and stand out from Rotherham’s existing offer.”

Danielle has taken a 35 square-metre unit within the Grade II listed building and is selling vintage, couture and high street fashion, as well as accessories, shoes and various kinds of hand-made jewellery from all around the world.

She will be joined in the coming months by three more businesses – a jeweller’s, a coffee shop and a women’s clothing boutique, all of which have benefited from the 50 per cent off first-year rent and fit-out grants available through Rotherham Borough Council.

Imperial Buildings will also boast an art gallery in its central arcade. Rotherham Open Arts Renaissance (ROAR) has signed a lease agreement with developers Iliad to use the space to exhibit and sell local artwork.

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