by Carl Llewellyn
Ninety years ago, on Monday 23 December 1929, Crosswoods food shop first opened its doors. It was the collaboration of David William Wood and William Joseph Cross, experienced in the grocery trade.
David William Wood was born in Montgomeryshire in 1885, and was educated at Corris Elementary School and Machynlleth County School. In 1902, aged 17, Wood entered the grocery and provision trade. He was employed at the time by the largest retailers in the North of England, an by 1909 he became manager of one of the largest branches. For a short time before the First World War he was in the employment of Messrs’ William Harris, Merthyr and then during the he served four and a half years with the Forces, and was twice mentioned in despatches, for meritorious service, gaining promotion to the rank of sergeant-major. After the war he returned to Merthyr Tydfil and continued to work for Messrs’ William Harris, and lived with his wife Elizabeth at Meliden, 5, Garth Villas, Near the General Hospital and attended Pontmorlais Chapel.
William Joseph Cross (known as Joe), was born 19 April 1900, His parents were John Cross and Ruth Rawlings, he was brought up at Cross Farm, Kingsland in Herefordshire. In 1913 when he was only 13 years old, he was sent to Merthyr Tydfil to work for C.M & R Gunson’s, at 68, High Street, a family Grocery, wine & spirit business. On 5 March 1918, he joined the Royal Navy as an ordinary seaman on the ship Victory. When he was demobbed on 6 February 1919, Cross returned to Merthyr Tydfil and resumed his employment with Gunson’s. On 27 August 1923 he married Ruby E Seaman and they lived at 7 Hampton Street, and they had one son Ernest George Woods, who was born 1926.
Having worked for the Gunson family most of his life (except for the period of his conscription), after Joe Cross had a disagreement with the family, so decided to investigate the possibility of opening a Grocery business of his own. Having worked in the local grocery industry he came in contact with David William Wood, then manager of one of Messrs William Harris shops, both men had similar business experiences in the grocery and provision trade.
Although Wood was older than Cross, their business backgrounds were similar, so they made the decision to go into partnership. Mr Wood and Mr Cross’s joint ambition was to serve the people of Merthyr Tydfil under the best possible hygienic conditions, a promise that was kept all through their working lives. After purchasing and renovating a premises at 67 High Street, Merthyr Tydfil, and making provisions for food stocks, a name had not yet been decided upon, an amalgamation of the two surnames Wood and Cross was suggested, after careful thought the name “Crosswoods” was decided upon.
It was a terrific gamble due to the depression in the Merthyr Tydfil Borough, but Crosswords opened its doors on 23 December 1929, and it was through Mr Wood and Mr Cross’s courage, initiative and enterprise the business survived the difficulties of the time.
After the first shop was firmly established a second “Crosswoods” was opened in Aberdare at 25 Seymour Street in early 1930’s. Here again the progress in business was rapid, and proved conclusively that “Crosswoods” was appreciated by the public who could afford the best in foods. Mr Cross took charge of the establishment and moved to Aberdare, and lived at 5 Cledwyn Gardens. In spite of the depression Messrs “Crosswoods” had in a small space of twelve months built up a wonderfully successful high-class business: the secret of their success lying in that they only sold the best of everything; that they studied the art of display; the cleanliness of their establishments and the unfailing courtesy meted to the thousands that patronised their shops. They always excelled themselves in preparation for all seasons with everything required for provisions, groceries, confectionary and delicacies all being of superb quality.
In October 1938, to relieve pressure at Merthyr Tydfil’s “Crosswoods” a third shop was opened at Aberfan. But after experiencing the business of Christmas of 1937 when pressure of business reached its peak, the firm were compelled to either consider expansion in both Merthyr and Aberdare shops or to deliberately curtail the size of their shops. The directors decided on the first course and Aberdare had its refurbished “Crosswoods” in September 1938, it was described as a shop worthy of the goods sold there. The Merthyr branch acquired 66,High Street and after renovations the shop opened its doors on Friday 25 November 1938. At the time “Crosswoods” was reputed as one of the finest food shops in Wales.
In a statement at the time, David W. Woods said:
“We have taken this step for more than one reason. Firstly, we feel we owe it to those who have put up with so much inconvenience at our old shops, particularly during the busy periods. Secondly, we are optimistic of Merthyr’s and future, and we know from experience that when they are prosperous only the best will satisfy Merthyr People. Thirdly, there is among all classes a rapidly developing pure foods consciousness and sensitiveness to the importance of Hygiene in our food stores.”
Another innovation Crosswoods introduced in 1938, was a department specially designed for those on special diets and foods for the sick and convalescents. This department had two special features. Nothing would be on sale that did not bear that fullest recommendations of the medical profession, the department would be under the charge of a trained nurse who has specialised in dietetics.
Having had three shops already Merthyr, Aberdare, and Aberfan “Crosswoods” expanded to four shops when a branch was opened in Tredegar after the Second World War.
Crosswoods had been conscious for a very long time about opening of a modern and up-to-date bakery, so, in March 1954, Crosswoods opened their very own bakery behind their shop at 25 Seymour Street, Aberdare. This venture meant they could expand their own products. The occasion was marked by the Mayor of Merthyr officially opening the new bakery. Following the opening ceremony a luncheon was held at the Boot Hotel, Aberdare.
In the early 1950’s Mr Oswald May joined Crosswords, he became General Manager, and later a director of the company. Mr May continued as a company director until his death in 1971. Mr May’s son John Philip May known as Philip, became the company secretary and later in 1959 a director of company.
Most of the Crosswoods stores eventually closed due to competition from large supermarkets and, by the late 1970s, closed leaving Merthyr’s Crosswoods the only one to survive.
After over forty years at Nos 66 and 67 High Street, Crosswoods moved to Newmarket Walk, Merthyr Tydfil but it only remained there a short period before moving to Victoria Street where it remains today.
Lisa Jones a former Saturday girl, was just 16 and still at school when she joined Crosswoods in 1989. Lisa subsequently bought the business from Philip May in 2003. Since then, Crosswoods has gone from strength to strength, currently employing over 13 members of staff
Crosswoods recently moved to a larger premises three doors away with the aim of introducing new services such as a hot food counter. Since Crosswood’s beginning, customer care and courtesy have been paramount and food quality is of the highest standard – this is still maintained to this day.
The plaque was discovered in a second hand ‘junk’ sale, and together with my supervisor at the time at Swansea University, Dr Gethin Matthews, we applied for a collaborative research grant from the First World War Network to re-house the memorial as an exhibition at Cyfarthfa Castle, Merthyr.
The first name that appears on the war memorial plaque is that of David Albert Stephens. After doing some research, we know now that Able Seaman D. Albert Stephens was killed in the largest sea battle of the war, at Jutland on 31 May 1916. Albert, originally from Llandovery, married Dowlais born Catherine and had two young children, Katie and Thomas. They were all bilingual and Albert worked as a stoker in the local iron works when war broke out.
