At just 18, Eleri Williams of Aberdare has turned a teenage pastime into a thriving business, reselling vintage football shirts from a modest shop in Cardiff's historic Royal Arcade.
From bedroom to boutique
What began as a way to earn extra cash while studying for her GCSEs quickly escalated when she started buying and flipping rare jerseys, eventually amassing more than £35,000 in profit.
Her inventory includes a cherished Juventus shirt once owned by Alessandro Del Piero, which sold for £150, and a limited‑edition Super Furry Animals‑sponsored Cardiff City top that she has decided to keep.
The venture now finances her law degree at Cardiff University, a goal she hopes to achieve without the burden of student debt, a prospect that feels increasingly urgent amid rising living costs.
Williams credits her parents for handling day‑to‑day shop duties during exam periods and busy weeks, allowing her to balance academics with entrepreneurship.
Beyond the money, the business has taken her across the United Kingdom, where she meets fellow collectors and discovers hidden gems in unexpected places.
She describes the experience as "completely overwhelming" and "a surreal experience", reflecting on how quickly her hobby transformed into a full‑time endeavour.
The story mirrors a wider shift among young people, who are increasingly turning to side hustles to bridge the gap between education expenses and everyday costs.
With her eyes set on graduation, Williams plans to expand her collection and perhaps open a larger space, all while keeping the personal connection to each shirt that sparked her journey.