Eleri Williams: Building a Business From Her Dad’s Old Shirts

What if the key to graduating debt-free was sitting in your dad’s wardrobe? That turned out to be less of a hypothesis and more of a business plan for Eleri Williams.

 At 15, the teenager from Aberdare started selling her father’s old football shirts online to earn some pocket money. Since starting the business three years ago, she has made over £35,000 in profit and opened a physical shop in Cardiff’s Royal Arcade, all before starting her law degree.

How Eleri Williams Started

The idea was never grand. Eleri sold a few shirts, made some money, then took a leap and reinvested into more stock. That cycle repeated until what started as a casual side hustle became a full business. She started sourcing vintage kits from suppliers around the world and  was able to request specific shirts through local contacts with customers.

The Reality of Running a Business 

Growing a business while still in school came with real demands. Balancing A-levels with managing stock, customer orders, and eventually a physical shop required a support system she openly credits. Her parents step in to man the store during exams and school days, giving her the breathing room to show up fully in both spaces.

The results speak for themselves. A vintage Juventus Del Piero shirt sold for £150. A rare Super Furry Animals-sponsored Cardiff City kit which she considers her personal holy grail sits in her collection, too special to sell. The business has grown beyond anything she initially imagined, something she describes as completely overwhelming.

What is Next for Eleri Williams

Now, with her A-level results pending, Eleri says she is already financially positioned to attend Cardiff University. Her goal is simple: graduate debt-free. In a climate where Welsh students leave university owing an average of £40,000, that is no small ambition.

Her story is a reminder that you do not need a perfect idea or a large budget to start. initiative and a willingness to reinvest can be enough to build something that carries you further than you planned.