“I don’t think we realised quite how much people loved it until it was taken away,” says Jess, the woman who will be in charge after the resurrection of Bath’s most famous store – Jolly’s. She is chatting to me in a cafe within earshot of the restoration work on one of Europe’s oldest department stores.
It opened almost 200 years ago in 1831. The eight properties that make up Jolly’s are owned by Bath and North East Somerset Council. Currently, it is covered in scaffolding and full of builders as it undergoes a complete revamp. When it closed in February 2025, it left a gaping hole in the renowned city-centre shopping street.
At 32, Jess is the youngest general manager at Morleys Stores Ltd, the new tenant of this historic building that hopes to bring back the quality that Jolly’s was famed for. As a local, Jess understands the importance of the store to the city. She has an impressive track record in retail, and, talking to her, it seems that she is clearly an experienced head on young shoulders.
“I’m a staff of one at the moment,” Jess laughs. “I’d been the general manager of the old store for the last three years and had to work through all of the trials and tribulations of closing. But I feel very lucky that Morleys has taken on Jolly’s and put me in charge. I am looking forward to welcoming staff old and new.”
At a time when many department stores are shutting their doors for the final time, Morleys’ chain of independent-style shops in the London area is bucking the trend. Jess tells me that the company is good at tailoring each store for the individual community it serves. It’s not a “one size fits all,” she insists.
So, what does she think the people of Bath will want, and need, to make Jolly’s a success? “It’s a very traditional department store and I think the people of Bath love tradition,” she says. “Putting a modern store into that beautiful building would be a bit of a crime. It should be a beautiful, traditional heritage experience.”
She adds: “We’re hoping to have some brands that are exclusive to Bath as well as modern labels and local suppliers. They are planning to include a food and beverage offering. A top priority is that we give great customer service so that it will feel more like Jolly’s in its heyday.”
Extensive repairs
However, there is a long way to go before the building work is completed. The roof needs extensive repairs to stop it from leaking, the entire store is being rewired and re-plumbed, and every window is being replaced or repaired. Along the way, an extraordinary 57 hidden windows have been uncovered. The new shop will feel much lighter and brighter, and many of the historic features, including the decorative ceilings, will be revealed. Jess loves the history of it all.
“Over the years, the services have varied,” Jess says. “There was a Jolly’s Funeral Directors at one time, so we have an old morgue and an autopsy room in the basement. It’s a bit creepy, and I probably wouldn’t go down there on Halloween! Of course, there have been reports of seeing ghosts, and it can feel eerie in the basement. Underground, there are vaults connected to our stock rooms that go out under the streets so staff can walk a bit of the underground city!”
And Jess is certainly used to a bit of history – she grew up and still lives in nearby Frome, which, like Bath, is known for its many listed historic buildings. She studied fashion and textiles at Bath College before starting her career in retail, working her way up through the ranks to her new role at Jolly’s. In her limited spare time, she loves painting portraits in oil and boxing!
Until Jolly’s opens next year, Jess is immersing herself in the Bath business community. She is a director at Bath Unlimited, which drives new investment into the area, and has taken on the role of chair of Bath BID, an initiative that is funded by local businesses to help promote the city centre.
“I’m delighted to be involved because, as a retailer, I know how important it is. I’ve absolutely made the most of its services. The City Marshals, the Rangers, and the vital connections with the police all help to keep the city a welcoming environment, not to mention the Night Bus, the various events, and the Welcome Ambassadors. All these things wouldn’t exist without the BID.”
A vital anchor
When the store opens, Jolly’s will be a vital anchor for the Milsom Quarter, the council-led project to create a new fashion and creative destination for Bath over the coming years.
In the meantime, the new general manager can’t wait to get the keys to the building. Morleys are planning a phased reopening next year, to enable them to get the store back open to the people of Bath as soon as possible, which will expand as works complete. All fingers crossed, a new Jolly’s will be fully open for Christmas 2026.
So, is Jess getting impatient? “Definitely. I’m an impatient person anyway, so the wait to get in and get started is painful! I just have to try and sit on my hands and let them get on with it. But I know it will be worth the wait.”
