Vale of Clwyd Senedd member, Gareth Davies, visited Cathedral Frames in St Asaph, celebrating the independent business’s craftsmanship, resilience, and role in the community. Owned by Chanel and Tim Humphreys-Jones since 1997, Cathedral Frames has thrived through dedication to bespoke framing, despite recent market challenges.
Founded in a former bakery, Cathedral Frames has flourished through word-of-mouth recommendations. While mass-produced frames have surged in popularity, Cathedral Frames remains distinct, offering a level of traditional artistry unmatched by big retailers. Customers travel from as far as Chesterfield and even Canada for their work.
"We’ve never needed to advertise," Chanel shared, "People value the personal touch." Beyond framing, Cathedral Frames has become a hub for the community. They now sell tickets for the Cathedral’s annual Music Festival, ensuring more local engagement, with the owners keen to see St Asaph thriving. Despite only opening three days a week, demand remains high, with some customers willing to wait weeks for their expert craftsmanship.
Their traditional approach, eschewing card machines in favour of cash and cheque, fosters a charm that customers appreciate, creating an experience that feels personal, authentic, and refreshingly human in an increasingly digital world.
Gareth also discussed issues that threaten businesses like Cathedral Frames, including the removal of free parking and the introduction of paid parking at local heritage sites, along with the reduction in Business Rate Relief and the impact of measures announced in Chancellor, Rachel Reeves’ recent budget.
Following his visit, Gareth added:
“It was truly a pleasure to visit Cathedral Frames in St Asaph which is a business built on skill, passion, and personal service—qualities that mass retailers simply can’t replicate.
"St. Asaph must not become a ghost town. Businesses like Cathedral Frames are the heartbeat of our communities, and we must do all we can to support them.
“With nearly 30 years of success, Cathedral Frames stands as a testament to what small businesses can achieve with dedication and community backing.
“I’m passionate about leading the charge for a revival of the Welsh high street and will continue campaigning for the Welsh Government to set the right conditions for businesses like this to thrive.”
