Where in Hamilton can you find a wide selection of Celtic, English, Irish and Welsh clothes? If you walked into Archie Brown's retail store on Front Street you would be dazzled by the delightful array of fabric found there.

The store was started in the 1930s by Mr. Archie Brown, and now his son, Warren Brown Sr., and grandson, Warren Brown Jr., carry on the tradition.

Mr. Warren Brown Sr. is the chief executive officer, and his son is the firm's president and managing director.

Warren Jr., who received his early education at Saltus before going to school in England, says he is looking for ways to keep the store going into the 21st century.

"We are trying to go upscale,'' Warren Junior says. "We want to bring in higher quality merchandise and keep our level of service at a high standard.'' Marks and Spencer, which was added to the Archie Brown empire in the 1970s, was moved from its old location next to Washington Mall. It found a new home in the Medical hall last year which enables management and administration to be under one roof.

Other changes include a computerised checkout counter. "We installed a point of scale computer network that can scan every item sold in the store in a matter of seconds.

"Our other stores (Marks and Spencers and Dockers) are doing well too. At Dockers our prices are within five percent of J.C. Penny's prices. It's better to shop at home. At least you can take it back if it doesn't fit.'' Amid the steady drone of the air conditioner in the background, Warren Junior says that his firm will continue to cater to both the local and the tourist market.

Cruise ship visitors provide much of the tourist sales but Warren Jr. says he noticed a trend among local shoppers during the recession.

"When the recession hit, people bought more expensive items because they wanted clothes that had value. They were less interested in price than they were in the quality of the merchandise.

"Local shoppers today are more discriminating in their buying practices. We here in Bermuda have got to keep up our market quality and improve the shopping experience for our visitors because they are important to us,'' he says.

50 YEARS OF QUALITY -- Managing Director Mr. Warren Brown Jr. stands inside on the second floor of the store his grandfather Archie Brown began over 50 years ago.