Jolly’s in Bath will be closing forever this week (Saturday, February 22). When we announced the closure of the 200-year-old department store in December, there was an outpouring of grief from our readers. Many commented that they would dearly miss the historic business and shared fond memories of visiting over the years.
I’m afraid I can’t include myself in that number. To be clear, I’m not happy Jolly’s is closing: unless a business is doing something truly heinous, I’m never going to relish people losing their jobs. Jolly’s was how some people put petrol in their car and food in their fridge. The uncertainty that comes with losing your livelihood is horrible and for that reason alone, I would have preferred it if the business had survived.
But will I miss Jolly’s? Well, no. When I visited in mid-December, I actually wrinkled my nose a bit. The find of the day was a beige handbag priced at £195.
White letters on the side of the accessory christened it “THE TOTE BAG”. Not just a tote bag, the tote bag. The tote bag to end all tote bags. The undefeated grand champ of tote bags. The tote bag that could totally beat up your tote bag.
I didn’t like it much.
Was it particularly attractive or unique or intricately designed? Not from what I could see. But as the bag itself pointed out in smaller black letters, it was apparently designed by Marc Jacobs.
I couldn’t tell you much about Mr Jacobs. I couldn’t tell you what he looks, sounds like, his coffee order or his favourite song. I just know if his name is stencilled on something it will balloon in price irrespective of quality, because wearing his products are a way of signalling you have money.
But you know what might have been a better use of £195? Buy a Big Issue every week: it’ll work out around the same and you might help someone get back on their feet after some hard knocks. You can scribble Marc Jacobs’ name on the cover if it’ll sweeten the deal.
Hell, why not make a donation to a charity of your choice, or buy some presents for your nieces and nephews, or treat yourself to a weekend break in Bristol? Two nights at a Premier Inn in that fair city would set you back around £154 at time of writing, so you’ll have some of that £195 left over for shopping and food.
You could even order 56 takeaway coffees for £196 (assuming your order costs £3.50). That’s 56 post-lunch buzzes to get you through the end of your shift, and your caffeinated work frenzy will impress your boss way more than some designer accessories.
Not everything in Jolly’s is so expensive: in January, I found some Nike socks in a bargain bin for less than a fiver, if I recall correctly. But on the whole, Jolly’s seems to be a mausoleum for the big brands with big price tags.
Clearly, selling these brands aren’t the reliable business model they used to be, at least not for Jolly’s. And maybe that’s not the worst thing. Maybe there’s better things to do with our hard earned cash than chasing the symbolic value of a shirt or a jacket or a pair of sunglasses with a stranger’s name on it.
You don’t know Marc Jacobs. You don’t know Coco Chanel. You don’t know Stella McCartney, or Christian Dior, or Calvin Klein. Some of the people I’ve listed aren’t even with us anymore.
If you genuinely like the items they’ve created- see the beauty in them and feel joy when you wear them- then fair enough. All the more power to you. But for many, it’s not about the product, it’s about the name. Perhaps the decline of Jolly’s could been seen as a rejection of this attitude.
I walked into this beloved department store and saw a monument to brands. Logos. Names. I won’t celebrate the store’s decline, but I won’t miss what it represents either.
What happens next to the iconic department store remains unclear. But there could be some good news down the line. Bath and North East Somerset Council, who own the Milsom Street site, said that they are at an advanced stage with a third party occupier to ensure a secure future – with a significant element of the plan is to make it once again the anchor store
Cllr Kevin Guy, Council Leader, said: “Since the House of Fraser went into administration we have been working hard to ensure a secure future for the store and a significant element of the plan is to make it once again the anchor store for Milsom Street.
“We know there has been uncertainty for Jollys’ staff, however plans are at an advanced stage with a third party occupier. Milsom Street has always been a very special shopping destination and the council is investing in the Milsom Quarter.”
In the 1810s, James Jolly set up a linen drapery store in Deal, Kent. The business thrived, and by 1823 he opened a seasonal store in Bath for his son Thomas. The shop was a success and by 1830 became a permanent shop.
In 1970, the business was purchased by E J Dingles and Co, who in turn were purchased by House of Fraser – and now by Mike Ashley’s Frasers Group. But today is seemingly its last day
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