Our spotlight on the town’s district centres continues this week, as Gareth Davies pays a visit to Broad Green and West Croydon

AS TWO of the liveliest district centres in the borough, Broad Green and West Croydon are home to a diverse array of shops.

Most are on London Road, the bustling and vibrant pulse of an area which houses a mixture of different communities.

Halal butchers and supermarkets neighbour restaurants, while beauty salons sit next to discount stores, as shopkeepers try to tempt people away from the lure of the nearby town centre.

West Croydon and Broad Green are also two of the most deprived areas in the borough, but amid the poverty and hardship stand some of its longest standing and most respected businesses.

BHART Shah's business is more than a place to buy tools, lamps, showers or smoke alarms.

The store, in London Road, Broad Green, is also a hub of the community.

"If you ask any of the people surrounding us they will tell you how much we help them in terms of the little things," said Mr Shah.

"Yes, we are mainly here to sell, but we are friendly and very rarely turn anyone away if they need help.

"It could be asking for directions to the hospital, for empty cartons or asking for advice; we're happy to put them on the right track."

Mr Shah opened Jays Electrical Wholesalers 26 years ago, giving up his career as a chartered surveyor because he wanted the "stress" of running a business.

He added: "There is a lot of pressure and tension in the life I chose, but I enjoy that."

As for the secret of his store's longevity, Mr Shah said: "I have survived because I've looked after my finances very well.

"If you look at the people who have had difficulties, they are people who have borrowed a lot but cannot repay it."

A PERSONAL touch has built Qualityfix a reputation which has helped it last 41 years.

The store, in London Road, West Croydon, celebrated its anniversary last month and few people know the kitchen and tiles trade better than John Hopper, who has been working there since he was 16.

He said: "Customer service is what sets us apart from the big national companies.

"If you look at Magnet, B&Q or Homebase, they never give personalised opinions.

"We think it's very important to give an individual view on whatever the customer is buying in order to help them towards a kitchen they will really love."

Mr Hopper added: "As a small business I'm a firm believer that we are part of a community.

"The shopkeepers know each other, we speak and look out for one another."

And, whoever the customer, Mr Hopper is not happy unless they are.

He said: "If the finished kitchen isn't what they hoped for, then we have failed."

THIS week was one of the busiest of the year for West Croydon company Party Crafts.

Cake decorator Sumi Arudchelvan, who helps her husband Arasaratnam run the family business, endured a hectic weekend preparing for Valentine's Day on Monday.

Mrs Arudchelvan said: "I have loved making cakes ever since I was 16, so to do it for a living is a dream."

While Valentine's Day is expected to boost her sales, Mrs Arudchelvan admitted her business is not booming.

"While we are busy in the summer, the winter is a long and difficult period," she added.

"When times are hard the last thing people want to do is to spend their money on cakes, decorations or balloons."