FOR decades one traditional Hereford shop has helped put the sparkle into Christmas, but a changing emphasis on shopping in the city seems to have taken a toll on its business.

Despite a national fascination for TV programmes such as the Great British Bake Off, Confectionery Supplies, Eign Road, an important port of call for large numbers of customers looking for specialist cake decorations, will close its doors for the last time in more than 35 years on Saturday, December 23.

It will be a sad day for Keith Clements when he draws the blinds on an enterprise selling cake-making equipment which at one time had grown into a mini-empire. The once flourishing family business, launched by Keith’s late parents Geoff and Margaret, expanded from Hereford to Cardiff, Bristol and eventually Swansea.

Keith says the Old Market shopping centre and out of town supermarkets have reduced footfall for shops in other parts of the city and he fears for the future of other independent businesses. He also believes that fewer people now make and ice their own special occasion cakes such as those for weddings and Christmas.

“It was a very niche and specialist business,” he said.

His parents began trading in Hereford with their fish and chip shop, the Prime Plaice. Eventually, a small area in the shop catering for cake decorations became a serious business proposition.

Within a short time, the Clements moved Confectionery Supplies into bigger premises – Mrs Clements’ experience as a former home economics’ teacher gave an important boost - and demand soared.

“In the early days I was living over the shop in Swansea and mum and dad were living over the shop in Hereford,” said Keith, who joined the business after taking his degree 30 years ago.

“We’d occasionally meet in the middle at Cardiff,” he said.

But after his father died, the Swansea shop was sold and Keith continued Confectionery Supplies with his mother.

“But trade has changed and when mum went into a home I closed the Cardiff business down.” In Hereford, he has noticed a drop off in trade.

“Far more people are shopping on-line and Hereford now has so many large multiple retailers,” he said. “They don’t do the range we have always done, but they concentrate on popular items and all this eats away at the independent shops. The way the centre of Hereford has been redeveloped, we don’t get so many shoppers here any more.”

The controversial introduction of parking meters was one more negative development for the small shops, he said.

“In the middle of town there are lots of coffee shops, charity shops – and empty shops.” He would like to see incentives to bring back customers.

“One by one, the independent shops are going out of business,” said Keith.

and on top of that we now have the parking meters.”

Keith argued that Hereford had “a lot going for it”, but had doubts about the future for the independent shops.

“I wonder whether things are being done properly to encourage the small shops,” he said. “I’m almost glad Mum’s not here to see it.”