"Independent retailers are the way forward for Rotherham town centre"

Jordan (20) opened the doors of Jaded Heart on Moorgate Street with the help of the Mayor of Rotherham, Cllr Lyndsay Pitchley, last month.

The former Oakwood School student said she had not thought twice about setting up in the town centre despite Primark announcing it was closing its High Street store for a move to Parkgate Shopping.

Jordan, who runs the shop with the help of mum Tracey (46), said: “I am from Rotherham, have always lived in Rotherham and it just feels like home to me.

“There was no point in travelling somewhere else. 

“The number of people in Rotherham willing to come to independent businesses rather than the bigger brands is amazing.”

Jordan, of East Herringthorpe, officially opened the store on February 24 after quitting a social media and marketing apprenticeship.

She said: “It’s going well and a lot of people are being really supportive.

“I was expecting it to be quieter than it is, but there hasn’t been a quiet day since we opened.

“There are complaints that people don’t come to town but we’ve had lots.

“If you have great products and great service then they will come.

“Rotherham is not going to die just because Primark is leaving. There are a lot of independent retailers and that’s the way forward.”

Jordan launched the business through a desire to offer affordable aromatherapy and relaxation products.

She began selling bath bombs and candles at markets in Sheffield, Barnsley, Leeds and Sleaford.

She had help through Rotherham Youth Enterprise and the borough council to get the business off the ground.

She said: “My advisor, Darren McDool, has been a great support and helped me to prepare a business plan, win a grant from Tata Steel and secure my first business property. 

“My mum has also been an integral part of this whole journey. 

“Without her support, I wouldn’t be where I am today, opening my first store at 20.”