Shopping & Eating Local In Usk, Monmouthshire, ‘Town of Flowers’

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Join me on a festive visit to Usk, Monmouthshire, working with Visit Monmouthshire to promote the county’s Shop Local campaign and support independent high street retailers and businesses in the run-up to Christmas.

Perched on the River Usk in Monmouthshire – one of Britain’s best salmon fishing rivers – the market town of Usk lies at the heart of Monmouthshire’s rural countryside, in South Wales.

It’s difficult to fathom that this quaint little town is located just ten minutes away from the chaos of the M4, around 10 miles northeast of Newport.

Nicknamed ‘Town of Flowers’, Usk has won Wales in Bloom for 40 consecutive years and has won the Large Village category of Britain in Bloom four times.

Despite being so small, the town is home to an 11th Century Norman castle (open to Friends of Usk Castle), a rural life museum, a Victorian courtroom at the Sessions House, and a Town Trail including 28 sites of historical interest, each indicated by a blue plaque.

Similarly, while the high street (aptly named Bridge Street after the stone arch bridge that straddles the River Usk) may be compact, you’ll be surprised at the variety of independent local retailers and producers you can find here. Besides quirky old pubs, restaurants, and cafes, you’ll also find a gin distillery and bar, and a microbar, as well as countless independent shops selling everything from zero waste products to stained glass.

Where does the name ‘Usk’ come from?

The English name for Usk is thought to be derived from Caer-Usk (the Caer or Castrum (Latin word for “fortified post”) on the River Usk).

What does ‘Usk’ mean in Welsh?

‘Usk’ translates as ‘Brynbuga’ in Welsh. While the origins of the term remain uncertain, folk etymology suggests it could mean Bryn Buga (Buga’s Hill) or Bryn Bugeilio (Shepherding Hill).

What river runs through Usk?

The town of Usk sits upon the River Usk, one of the finest salmon fishing rivers in the country.

Where is the source and the mouth of the River Usk?

The source of the River Usk lies in the Brecon Beacons National Park, flowing through Brecon, Crickhowell, and Abergavenny before reaching Usk and going on to enter the Bristol Channel in Newport, at Usk Mouth.

Visiting Usk, Monmouthshire in the run-up to Christmas

Earlier this week, I had the pleasure of getting to know some of Usk’s independent local retailers and businesses when I visited Usk in partnership with Visit Monmouthshire, working with the tourism team to promote Monmouthshire County Council’s ‘Shop Local’ campaign and support local independent businesses in the run-up to Christmas.

Read on to find out what I got up to, and to discover some of the most unique shops and businesses to be found in Usk.

White Hare Distillery

Run by Christos Kyriakidis, White Hare Distillery opened on Bridge Street, Usk around a year ago, in the middle of lockdown.

The distillery produces its own gin on-site, as well as running an exclusive VIP members’ club and offering gin-making masterclasses available for up to 10 people at a time.

This year, Christos has come up with something very special for the festive season. He’s producing 60 limited edition bottles of frankincense, gold, and myrrh gin, flavoured with cinnamons, cloves, and ginger and infused with 23-carat gold flakes. Each bottle retails at £63 and will be sold on a first-come, first-served basis – so if you want one, be quick!

White Hare Distillery is also sending out Christmas gifts on behalf of its corporate customers. The corporate gift boxes include a 500ml bottle of gin, two mixers, a branded glass featuring the customer’s logo, and a branded sleeve to cover the presentation box.

The Mad Platter

Located just a few doors down from White Hare Distillery, The Mad Platter is also owned by Christos. He bought the business from its previous owner – who he used to work for – back in 2017. Today, he runs the business alongside his brother.

Home to a microbar serving a selection of local ales, beers, ciders, over 80 different gins, rum and vodka, The Mad Platter is best-known for its charcuterie and cheese platters, whiskey and cheese tastings, and rum and chocolate pairings.

However, Christos is now placing more of a focus on authentic Greek cuisine – something both he and his brother know a lot about, having lived in Greece (near Halkidiki) for many years of their lives.

Besides food and drink, The Mad Platter also sells the unique hand-crafted wooden boards it serves its iconic platters on. These would make wonderful Christmas gifts for any cheese lovers, and just think of all the festive charcuterie boards you could rustle up with it!

Just Weigh Usk

Originally located on the end of Bridge Street nearest the River Usk, but now located at Willow’s Garden Centre (since my visit), Just Weigh Usk is the town’s first zero-waste shop.

From grains, pulses, cereals, flours, and oils to dried fruits, nuts, and herbs, the shop sells a variety of food stuffs, often for much cheaper prices than what you’d expect to pay in most shops. Simply bring your own refillable container/s with you to fill up, eliminating the need for excessive plastic packaging and helping to reduce plastic consumption, while saving you a few pennies in the process.

Just Weigh also sell cosmetic and toiletry products aimed at encouraging us to reduce plastic consumption, like reusable cosmetic pads, recycled toilet paper, and bamboo toothbrushes, alongside a stunning display of plastic-free Christmas decorations.

That’s not all, though; you’ll also find a few artisanal foodie treats in here too, like local honey, dried mushrooms and organic produce.

Reek’s Stained Glass Studio and Craft Shop

With a seasonal window display adorned with golden autumn leaves and hanging stained glass decorations, Reek’s Stained Glass Studio and Craft Shop has to be one of the prettiest shops on Usk’s Bridge Street.

I stepped inside for a quick look-around and I immediately fell in love with the Welsh stained glass hanging signs; one of them read, ‘Croeso’ (the Welsh word for welcome), while another said ‘Cariad’ (Welsh for ‘love’) and another bore the Welsh word for ‘family’ (‘teulu’).

Number Forty Nine

A duck-egg blue and cream building flanked by a pair of antique yellow-gold cherubs, Number Forty Nine is an opulent interior and furniture store and coffee house, complete with three cosy lounges.

Browsing in the shop, it was difficult to resist blowing my entire Christmas shopping budget on handmade Christmas decorations and scented candles.

For me, though the real highlight of this charming old building is its private walled courtyard garden, decorated with elaborate stone pillar statues, topiary trees, flowers, and plants.

I really wasn’t expecting to find this blossoming little oasis tucked away behind Usk’s Bridge Street, but I’m so glad I did. I bet it looks lovely in the summer; I can just picture myself sipping on an ice-cold lemonade while soaking up the sun and admiring the flowers.

Perfect Image Usk

Sitting on Castle Parade, just around the corner from Twyn Square and its iconic Clock Tower, Perfect Image is Usk’s health and beauty salon, set up over 30 years ago by Mel Boothman-Cannon, who still runs the business to this day.

This popular community salon offers a range of services including nail treatments, massages, foot care, holistic therapy, and more.

For Christmas, Perfect Image Usk is selling scented candles and diffusers branded with the Welsh term for ‘Merry Christmas’ (‘Nadolig Llawen’), produced by local business, the Quinnell Candle Company.

The salon also sells gift vouchers that can be redeemed against the full cost of any treatment. Why not treat that special someone to a little pampering this year for the festive season?

Morris’s of Usk

Situated just outside Usk town centre in Llanbadoc, Morris’s of Usk is a garden centre and farm shop selling everything from plants, vegetables, and trees to food and drink produce, festive gifts, decorations, and more.

There’s such a fantastic selection of produce here, I don’t doubt that you could cross a few gifts off your Christmas list in here alone. It’s a big place, so allow at least half an hour for a proper look around.

Browsing the gin selection, I spotted a few of my favourite Welsh brands, including Brecon Gin and Aber Falls Distillery, as well as White Hare Distillery’s gin – and it doesn’t get much more local than that!

Lunch at 57 Bridge Street, Usk

After a spot of festive shopping, I headed to local deli, restaurant and bar, 57 Bridge Street for a hearty seasonal lunch.

With a focus on small batch producers, local ingredients and artisanal produce, the menu is centred upon quality and authenticity, peppered with trusted names like Snowdonia Cheese, Netherend Farm, Severn and Wye Smoked Salmon, Hereford Beef and Caws Cenarth.

To start, a generous ‘mini’ deli board comprised of gooey Brie (Caws Cenarth, I think), Blacksticks Blue and Manchego cheese with salami, homemade bread, antipasti, pickled, roasted red pepper sauce, and Netherend Farm salted butter.

Just when I thought things couldn’t get much better, I was presented with a slab of crispy, unctuous local belly pork, paired with Trealy Farm sobrasada, white beans and kale, tenderstem and flaked almond salad. This ticked all the boxes for satiating autumnal comfort food, complete with a crackling log fire.

After lunch, I spent some time scouring the deli for some local foodie goodies and picked up some salami, Cotto ham, prosciutto, marinated olives and some Usk River rhubarb, fig and ginger chutney for festive charcuterie boards.

With its focus on local, small scale producers and quality food, 57 Bridge Street was a real high point of my trip to Usk and I’ll definitely be returning for a second helping.

I thoroughly enjoyed my festive trip to Usk, Monmouthshire and I’m looking forward to returning to the town for another day trip at some point in the future; I’m looking forward to visiting the museum and I’d love to visit for the Open Gardens event in the summer, when around 10 local gardens are open to the public, including the private gardens around the ramparts at Usk Castle.

My visit to Usk is one of five Monmouthshire town visits I’ve got lined up for this November and December. Next, I’ll be heading to the foodie haven of Abergavenny!

Have you ever been to Usk in Monmouthshire? What did you get up to and what were the most memorable moments of your stay? Comment below to let me know.

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