The life and times of Golders Green
During the 1966 World Cup, the WAGS of the England football team came to do their shopping on Golders Green Road. At that time the high street had plush shops and boutiques aplenty, the remnants of which were visible until about 10 years ago. Russell &
During the 1966 World Cup, the WAGS of the England football team came to do their shopping on Golders Green Road.
At that time the high street had plush shops and boutiques aplenty, the remnants of which were visible until about 10 years ago.
Russell & Bromley, Bally, Jaeger and Benetton are just a few of the big brand names that were on the high street.
Now Golders Green has become a street with lots of Polish shops, Jewish shops, charity shops, coffee shops and not a lot else.
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And the general estimation in which the locals hold the street seems to have plummeted and is providing dark times for owners too.
Mr Kumar, 50, who works at Eleganza Italiana, said: "Business is very quiet. Days are done without you even knowing.
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"It's six hours doing nothing and we are always on promotion now."
The shop is trying to return that pizzazz to the high street with well-known brands such as Jay Z's Rocawear.
Other shops say Mr Kumar's experience and that of other suffering traders could be turned around if only residents knew what was on offer.
Brenda Joshua, the manager of clothes shop Husen Moda agreed shops were in trouble but said it meant shop owners were working tirelessly to deliver low costs and unique produce.
"All the shops are in trouble so we have to keep costs down," she explained.
"We have unusual clothing, not regular high street brands, and the prices are very reasonable.
"We have Marco Tozzi leather shoes which is a label that is not widely sold and locals like."
Similarly Nuno Silva who works at The Book Warehouse says it is well worth visitors perusing the aisles of Golders Green's stores.
"We're a remainders bookstore, so we have a lot of stuff that's out of print," he said.
Many people also still travel to Golders Green to visit old favourites.
In suit shop Gold and Son Michael Zelenak, 22, said such loyalty is what keeps them in business.
"Business is very good. We've got lots of loyal customers from all over London, all over England. People even come from Manchester," he said.
"The appeal of the shop is that customers can get a selection of suits; there are 8000 in the shop."
Up the road in Temple Fortune more success has been made appealing to niche markets with locally run and appealing fashion boutiques and good food shops.
Sue Burns at Averyl in Temple Fortune said that she had, "steady business, with mostly local people," for her store that holds "some exclusive Italian and French labels, unusual pieces and different brands."
Golders Green is attempting to return to its WAG glory and if it follows the example of Temple Fortune and shows people what unusual bargains are on offer it could do just that.
However, owners say parking, the street's appearance and other amenities need to come from the council before this can be done.