AN INDEPENDENT vintage clothing boutique has opened in Rotherham town centre this week thanks to a borough council grant.
Yella Brick Road is based at The Imperial Buildings–the town's Renaissance residential and retail development on Market Street.
The boutique has been given a helping hand by the council's Vitality Grants scheme which was set up in partnership with Barnsley and Rotherham Chamber of Commerce to improve the range of shops and reduce the number of empty units.
And on Monday the store, which specialises in vintage clothing and accessories, opened its doors for business.
Manager Danielle Roden (28), said: "I am extremely excited about opening my boutique in Rotherham town centre and thrilled to be the first business in this gorgeous retail arcade.
"I've had shops before in Thailand and also on-line, but it's nice to come back to my roots and stand out from Rotherham's existing offer.
"I remember this building from my childhood."
Danielle has taken a unit within the Grade II Listed Building and will be selling vintage couture fashion and accessories, as well as some High Street fashion, shoes and hand-made jewellery.
She added: "I'd love to specialise in the one off couture pieces so would like to encourage anybody who is interested to make these kinds of items themselves to sell in my shop.
"I believe this will be a good opportunity for anyone to grow their love of being creative in the fashion world."
Danielle will be joined in the New Year by a further three businesses–a jewellers, a coffee shop and a women's clothing boutique. A bridal boutique is also set to open across the road.
Rotherham Open Arts Renaissance (ROAR) are hoping to use the internal arcade of Imperial Buildings to form an arts gallery exhibiting and selling local work.
Karen Sherwood, chief executive of ROAR, said: "This is a wonderfully exciting opportunity to showcase a small proportion of the wealth of creative talent Rotherham has in a fabulous building."