Back in 1978 Kitty (Hoblyn) Clews was only 34 years old, with not much money and three children when she found the business premises for R47,50 per month, had R375 worth of stock at home and borrowed R500 from her mother to establish Memory Lane Antiques in Somerset West.
Fast forward from the quick trip down “memory lane” to today, the leap of faith and hope not only afforded her the waking dream of a self-owned business but a quaint landmark store that continues to thrive in the midst of the central business district’s heartbeat.
Come October, the antique shop blows out 45 candles on its cake of business success – a milestone the proud owner may partially attribute to Memory Lane Antiques’ name, which has become synonymous with friendliness, helpfulness and integrity as well as advertisement through word of mouth by happy customers.
The celebrations will include drinks and snacks for walk-in customers all day on the 45th birthday, on Wednesday 18 October, from 10:00 to 17:00. In addition to toasting anniversary with loyal patrons, the store will offer select stock on discount for the entire month.
“Wait for the 50th then we will have a real party,” chuckled Laurienne Clews, the shop owner’s youngest daughter, who has held the reins since the lockdown-induced pandemic and steered the business to new heights.
Laurienne commended the powerhouse matriarch for being central to the business’ success since becoming its sole owner. She was inspired to spread her wings and venture into sole ownership of the business premises in Random House after being in a partnership for four years. Entering the golden octogenarian years next year, Kitty expressed her gratitude to her daughter stepping up to the business plate as boss, now making the founder a very happy employee.
From its humble beginnings the business has boasted much growth. According to Laurienne half the building was bought in 1982 and the rest in 1997, which afforded the opportunity to enlarge the shop. “From R47,50 rent a month we now have double the space we started out with and we own the building and no longer rent,” she said. “Our customers now include the movie industry, collectors, online resellers and even other dealers.
“We are sure we are one of the few businesses that have evolved with the changes to Somerset West Main Road. We are also proud of how resilient we were in our management of all the Covid-19 trading challenges.”
The business is operated from the bright yellow building on the corner of Main Road and St James Street, and trades in antiques, collectables, vintage goods, gold, silver and porcelain. Despite a changing economy and post-modern generations’ need for whatever’s current as well as minimalism, the shop is always stocked with useful household items at affordable prices. Through the decades, the business has boasted “amazing” staff.
“Laurian Kroezen and Anne Schorgmayer worked for well over a decade each, and both have retired,” said Laurienne. “Gerrit Swanepoel has worked for us for 17 years and is still a dedicated part of our team. He provides porcelain restoration services to our customers, which complements our business. Busi Ndrana has worked for us for 12 years. Her expert cleaning gives our antiques a second lease on life. Our customers love her gentle nature and ‘always-happy energy’. Karen Swanepoel (no relation to Gerrit) and Hettie Germishuizen are our current front-of-store team.”
V Memory Lane Antiques has been operating from the same business premises at 155 Main Road since it opened its doors back in 1978.
V Memory Lane Antiques was considered the perfect business name as her three daughters are Melanie, Laurienne, and Anitia – matching the initials.
V Around 1982, Kitty had a partner called Marge Wayne for just under two years. She was well-known in the antiques trade, but unfortunately had to leave to join her husband’s business. She now lives in Australia and she and Kitty are still friends to this day.
As for what the business prides itself in, Laurienne said: “When customers contact us it is usually due to the loss of a loved one or downscaling to the next stage of life. This is an emotional time and we have always shown compassion and empathy while still being professional. Having been around for 45 years we are now dealing with the next generation, and we sometimes buys cherished items that were sold by Kitty. These are now on their way to making new memories with new families.”
The Memory Lane Antiques team’s big birthday wish is for the business to continue growing from strength to strength, and for everyone to still celebrate the store’s golden anniversary together.
“We would like to thank all our regular customers who have supported us for so many years,” Laurienne added.
VFor more details on Memory Lane Antiques, call 021 852 3550.
