The Silver Lily in Saundersfoot has established a huge following for its stylish but affordable offering of jewellery, clothes and accessories – or as owner Jilly Woods put it – “everything that a lady likes to buy when she’s on holiday”.
A busy trade from locals, as well as from visitors, has ensured the year-round success of the Saundersfoot shop, but now Jilly and husband Trev have decided to call it a day in the village to give them time to focus on family life and their other Silver Lily shop in Haverfordwest.
“Since we posted on Facebook about closing in Saundersfoot, we’ve had so many lovely messages,” said Jilly. “It’s been really heartwarming, and it’s made us quite emotional.”
Customers have praised The Silver Lily as ‘a fantastic shop in the village’, saying its closure will be ‘a big blow to Saundersfoot’.
Another said: “So sorry to hear this. You have a beautiful shop and have always been my ‘go to’ for the most lovely silver jewellery.”
Jilly has been involved in the retail trade all her life, as her parents, Jean and the late Paul Griffiths, had clothing and shoe shops in Haverfordwest’s Old Market Hall and the Riverside Market, as well as selling at Carew Market.
“I started The Silver Lily in Saundersfoot about 13 years ago more or less as a little hobby, but the business really took off and we opened up in Haverfordwest five years ago and then in Tenby,” she explained.
“It ‘s been a lot of hard work, but I’ve loved it and I suppose we’ve been the victim of our own success.
“Closing Saundersfoot will be heartwrenching, but it may be give us a bit of scope to slow down and focus on life, and family and having time for people.”
“I’m signposting all my customers to these two shops, as I know they will have the same amazing customer service there,” said Jilly.
The Saundersfoot shop will stay open until the first weekend in May to give customers time to make their final purchases.
