-
![]()
1898
-
![]()
1930
-
![]()
1970
-
![]()
1990
-
![]()
2013
In the Beginning
On 16th December 1898, the Northampton Mercury, now the Chronicle & Echo carried an advertisement on it's front page announcing the opening of Ablett Bell's Ironmongers Shop at the top of Gold Street, Northampton. A shrewd man, full of ideas, Ablett Bell was something of an entrepreneur and his friends were not surprised when he opened his own business.
In 1900 he was joined by the brothers Frank and Harry Jelley, forming a two-family partnership which has flourished for over 100 years. As well as ironmongery, the new partnership also supplied kitchen ranges, and introduced a new type of open fire.
Business flourished and by 1905, the company had expanded into a four-storey warehouse in Kingswell Street, as well as the Gold Street premises. Both stores were well stocked and visited by many trade and private customers. However many orders came by personal contact and from early days, the 'commercial traveller' was an important source of business.
Rapid Expansion
With the end of the war in 1945, the majority of staff returned to work, business resumed and things returned to as near normal as possible in a relatively short time! Post war Bell's range of products increased still further to encompass fancy goods. This included cutlery, pewter and silverware, pottery, vases (mainly Hillstoniaware) fenders, fire irons, trays, table mats and mirros - all displayed alongside Hardware, at the Gold Street showrooms. With the fireplaces and bathroom suites still displayed at Kingwell Street, the company was fast running out of space and it was somewhat inconvenient to have showrooms in the two premises.
A solution appeared in the form of the old Majestic Cinema at 63 Gold Street, which Bell's purchased and rebuilt, so that both showrooms could be housed together. Over the next few years, many new ideas came along, with sink units and enamel and stainless steel sink tops very much in demand. The fireplaces were moved to the All Saints School Rooms and, during an Ideal Homes Exhibition, Bell's purchased the entire Hygena Kitchen display, positioning it in a prominent place in the showroom. With a Daintymaid kitchen already on display, Bell's was fast becoming a kitchen specialist.
Early heating appliances were mostly solid fuel, which called for a very adaptable method of installation. This was carried out by a tinsmith, who made special fittings for each individual job. In the early years, Bell's own kitchen ranges, including the Kingsley and Upton, were very popular, although new types of solid fuel appliances and boilers were soon introduced.
Heating stoves also became very popular and one of the best remembered was the Heat Storage Esse Cooker, available in a range of sizes for houses, hotels and hospitals. The 'Combination Grate' had an open fire and one or two ovens, sometimes with a back boiler, and was built into the chimney breast with a mantelpiece.
Engraved plates for coffins was a somewhat unusual area for business, supplied to country builders who often doubled up as undertakers. Details of the inscription would be telephoned over and, once the breast plate had been to the engravers, it was parcelled up with lining, shroud and wadding, and taken to the bus depot. A phone call to the builder advised him which bus to meet.
Fireplace Pioneers
From the early days, fireplaces were always a key product. In the 1900's, Ablett Bell pioneered the manufacture of fully tiled fireplace surrounds and in 1910, the company became the UK's sole agent for Delft tiles from Holland. It was the use of these specially imported tiles which established the reputation of the Bell Fireplaces added another milestone in the company's history and, in 1920, to meet increasing demand in the UK and overseas, further manufacturing premises were purchased in Bath Street, Northampton.
Over the years, production increased still further, as most new houses were built with a lounge, dining room and two bedrooms - all requiring fireplaces. By 1923, a showroom had been opened in Berners Street, London and in the following years, a new production site was opened at purpose-built facilities on a 3-acre site on the Thornton Estate at Kingsthorpe.
