New store launched in Wiltshire town centre after rebrand

Abbie Alexander has taken over the former Beeze’s gift store in The Ginnel, Devizes, which closed its doors for the final time in late June.

She has rebranded the shop, where she worked as the manager for around a year, and renamed it Happiness is Handmade.

The revamped business opened its doors under the new name for the first time on Saturday, July 6.

Despite the store changing hands, the new business will remain focused on selling handmade gifts and items from independent traders, many of whom have been kept on from the Beeze’s era.

Mrs Alexander said she was thrilled to take on her first business and keep the shop open for its loyal customers.

The Happiness is Handmade store in Devizes (Image: Happiness is Handmade)

She said: “I’ve always been a crafter, I originally applied for a job in Beeze’s but didn’t get it and later became the manager.

“When I was asked if I wanted to do anything with the shop I jumped at the chance, it would have been such a shame to lose it because it supports around 100 artists.

“It’s important for them and the town that there are different independent shops.

“We’re not a gallery, so we keep stock affordable for a lot of people to enjoy, and that would have been a loss.”

While Happiness is Handmade will continue much of the work done by Beeze’s, Mrs Alexander has taken the opportunity to put her own stamp on a town centre store.

This has included the redecoration of the unit during a one-week period between Beeze’s closing and Happiness is Handmade opening.

The Happiness is Handmade store in Devizes (Image: Happiness is Handmade)

She added: “I’m carrying it on and have brought a lot of traders with me, but I’ve changed up the inside and I want to build up the kids section as well.

“We want to be really colourful because it’s a lovely shop and looks great but we don’t get a lot of light in The Ginnel.

“I’ve got a slightly different style so making the shop a bit more me is nice, because there aren’t many places this colourful around.”

The store has enjoyed continued support from its regulars since changing hands and Mrs Alexander has thanked the community for their support.

“We’ve got a nice little fanbase of regulars”, she said.

“Loads of people turned up when we reopened and we’ve had support from other independents in town which is nice.”