The Avenue Road, Freshwater

The Avenue Road in Freshwater Village currently features an impressive selection of independent shops and businesses. This project undertaken in September 2025 highlights some of the people who work in the shops. I found a sense of community here, people in the shops were willing to chat and help customers where they could.

Place signing entering Freshwater village

Everyone I photographed had something positive to say about the community, Freshwater and West Wight generally. Many of the businesses sell island produce or provide services which people rely on.

Claire, Mountbatten. I have been manger of this shop since its opening in 2010. To me it is the perfect place where a diverse mix of people come together to make an easy job of raising funds for a very worthy cause.

Dave the Baker. " People who use the village have a genuine love for the village. There is a positive interest and customer support in all of our shops and in buying local. Spirit of the People!"

Dave outside the Village Bakery

Conor, Pittis. " We are the longest standing estate agents on the Isle of Wight, celebrating 251 years this year"

Gill, West Wight Heritage Centre. ""We provide a key place to understand and learn the history of Freshwater and West Wight. Freshwater's unique history should be preserves and appreciated"

Florence of Flow Coffee> "Freshwater is the most amazing location - its an up and coming place and I love using Warren Farm milk in the coffee I serve my customers as it in turn helps support another local business in the area.

Coffee can be made with milk from nearby Warren Farm in Totland

Katherine and Ben, P.J. Thorne Butchers. We are very lucky to have a wet fish shop, bakers and butchers all in one village"

Louise, Co-operative Funeral Care. " I work and live in Freshwater, it is a lovely place- we provide a service, not only for bereaved families but for the whole community"

View of Avenue Road from School Green Road

Avenue Road features an impressive variety of businesses, particularly for its rural location. With over 25 establishments—mostly small and medium-sized—many are family-run. Shoppers often visit several shops in one outing, boosting overall sales and helping to support these local enterprises.

Megan and Molly. "The Beauty Box. We love the community spirit and making everyone look and feel beautiful"

Izzy and Maria, Duo Baguette. " Its a brilliant community to work with and we are very grateful for your support for the last 20 years"

Maria and Izzy.

Andrew, West Wight Angling Centre. "A close community of shops where we all help each other out when needed. My customers use the café and store as well"

Marian, The Cabin. "Serving the community has been a wonderful experience. I have been at the Cabin for 4 years. As my shop goes, I am very happy to receive ideas on how to diversify - if you have and good ideas, come into my shop and talk them through"

Vanessa and Chantal, (Marley and CoCo)Topknot and Tails.

"We love the community feel of the village and all support each other"

Ric, Picture Framer, Artframes. "Nature, landscape and scenery of West Wight attracts an artistic audience and we have the best beaches on the island!"

Archibald and Tina, Kemkay Chemist: "A great friendly community where we look after each other"

Mark, Coleman’s Carpets. "Freshwater is a great and friendly place where most people know and look after each other"

Andy, J and B Fisheries

"A Close and Friendly community"

Warren, Flaneur. "Freshwater is a great location and we are at the heart of a wonderful community"

Teresa, Duty Manager and Jorden Branch Manager, Co-operative store. "We regularly get comments about how friendly and helpful our staff are, especially to our elderly customers. We have a good team in Freshwater and staff morale is good"

Andy, Tennyson Garage. "West Wight has the best sea and landscape"

Kelly and John, The Printing Shop IOW. "We have some strong family connections in West Wight - its a very friendly place with a real sense of community"

Free 30 minute parking is allowed along Avenue Road. Parked cars along the one way road does tend to slow traffic down (comments from a transport engineer.

Parking charges for Avenue Road car park. A free one hour parking would allow more trade and footfall in the shops. Currently if people see there is no parking space in the road they drive on to a nearby supermarket and park for free. Currently other Isle of Wight car parks, such as in Totland and Wootton allow one hour free parking, so why not in Avenue Road?

A view of the Avenue Road car park. I made numerous visits to the car park and it was barely used, so income from parking fees are likely to be minimum. So why not encourage greater use of the car park, by introducing a free one hour which would increase use of our local shops.

On the 5th and 12th December 2025, Freshwater Parish Council organised and promoted an Open Evening in the shops and businesses in Freshwater. It was a lovely community event with many of the shops hosting artists and other creatives. Here are some images of the two evenings.