SUCCESS in the modern high street can be a difficult slog, with traders facing falling footfall figures, digital competition, limited shop lots and fluctuating business rates.

For arts and crafts business Artie Craftie, which sits at the corner junction between Broad Street and Commercial Street in Blaenavon, preparation and market research have reaped dividends.

Adorned in a striking purple colour scheme, the business stocks a range of arts and crafts supplies while also boasting a photography studio and a range of post office services.

When starting out in 2014, husband and wife team Nick and Wendy Horler believed they offered “something completely different” to the high street and further afield to the World Heritage Town.

After discussions, they decided that the model would work well because of the links between their business and Blaenavon’s “cultural history of creativity”.

Within six months of opening, the business had won three national awards from website 'The Best Of' recognising its role as specialist retailer, as the "most loved business in Torfaen" and one of the top 100 'Best Of' businesses in the UK in 2014.

The following year, the business scooped Welsh Government ‘High Street Hero’ accolade as a community service provider and was commended as runner up in the pleasure, home and garden category.

The pair also helped to preserve the future of Blaenavon’s Post Office — which faced closure — expanding Artie Craftie into an adjoining property with support from Torfaen Council.

The Post Office was officially opened by Torfaen politicians Lynne Neagle AM and Nick Thomas-Symonds MP in July 2015.

Now the store provides both a wider range of craft products, print products, printing and photocopying alongside a postal service and banking facilities.

The store has also been named as Wales’ first Dementia-friendly Post Office and arts and crafts shop with owners Nick and Wendy “constantly look for new ideas to inspire crafters”.

Social media also remains of “massive importance” to the business, which reaches out to a range of crafters and business across Gwent and afar, helping them to be “creative and productive”.

Despite their positive impact on Blaenavon, the Horlers credit their success to Torfaen County Borough Council, Blaenavon Town Council and community support.

They also believe that the “shortage of suitable shop spaces” remains an issue for UK high streets and that empty properties should be “utilised” instead of being turned into “residential premises”.

More shop spaces, they believe, would “turn around the image of the high street to increase the footfall, encourage more new businesses to open and the community to continue to support their town.”

If Artie Craftie has learned anything through their crucial first years in Blaenavon, it’s the importance of “personal customer service”, the desire to “go the extra mile” and adapting to customers’ needs.

A recent example of this a change of Post Office opening hours - 9am to 6pm, Monday to Friday - after realising many customers work outside of town, rushing back to use services in the afternoon.

This change in opening hours will come into effect on Monday, January 9.

Reflecting on the importance of high streets, Nick and Wendy added: “We have got to know many of our customers by name and are aware of their needs and do all we can to source items for them.

“It’s important that businesses recognise the changing trends of the community.

“They should still keep the diversity in what they offer and work to encourage shoppers to use the facilities on their doorstep.”

For more information on Artie Craftie visit http://artiecraftie.co.uk/ search 'Artie Craftie' on Facebook or contact the business on Twitter @ArtieCraftie.

Your High Street: Use it or lose it aims to raise awareness of independent businesses, putting a spotlight on the people, places and issues that define our high streets.

Do you have something you want to shout about? We want high street businesses across Torfaen to get in touch and tell us your story.

Call Chris Binding 01633 777251 or email cbi@southwalesargus.co.uk