A JEWELLERY shop which has been trading in the town for more than half a century says it is backing our Your High Street: Use It or Lose It campaign.

Each week, we explore the views of traders, shoppers, politicians and residents about the current state of Penarth's high streets and what improvements they would like to see made, to encourage more people to use them and stop the trend of declining footfall.

Rowley's the Jewellers, in Glebe Street, said this week it is the personal touch of shopping on the high street which makes it incomparable to shopping online.

A traditional family run jewellers, the business was established 53 years ago, with Cem Aydin and Petra Barberini running the shop for the past 13 years.

Mr Aydin moved to Penarth 20 years ago when he married Penarthian Ms Barberini.

He said he now feels like an adopted Penarthian.

"Petra's family have had various businesses in the town since the 1880s. Penarth feels like one big family for us," added Mr Aydin, who spends his day repairing, renovating and adjusting customers watches and jewellery.

"You get to know people really well.

"You share all their family celebrations - from engagements, to marriages and births.

"It's the personal touch that makes the difference between shopping on the high street and shopping on the internet.

"Shop keepers are also there in difficult times when customers are reminiscing about lost love ones or if they feel under the weather and need a sit down and a chat."

As well as stocking well known Welsh brands such as Clogau Gold and Melin Tregwynt gifts, Rowley's feature local designers, artists and photographers.

Mr Aydin added: "You'd be amazed how much of our designer stock comes within a 20 mile radius.

"Ultimately, if we shop locally and repair and reuse we will leave a better world for our children."

The couple's 18-year-old son, photographer Eric Aydin-Barberini, is set to display his work at the shop in the Spring.

Mr Aydin said: "Continuity is really important to keep this town real."