FINALISTS of a new awards scheme celebrating the best businesses and individuals on Wales’ high streets, have been announced by the minister for communities and tackling poverty.

The High Street Heroes awards are part of the Support Your High Street campaign, which showcases the vast range of shops and services available in town centres across Wales, and the vital contribution they make to the economy and community life.

The Gwent finalists in the High Street Favourites category are; food and drink - Love's Cakes in Ebbw Vale; leisure, home and garden - Artie Craftie in Blaenavon; community service provider - Artie Craftie in Blaenavon and The Project Space in Newport and eating out on the high street- Love's Cakes, Ebbw Vale.

High Street Favourites finalists were decided by popular vote. A panel of judges had the difficult task of narrowing the excellent nominees down to the shortlist for the overall High Street Hero award. The winners will be announced during High Street Week, which is taking place September 19 to 26, 2015.

Minister for communities and tackling poverty, Lesley Griffiths, said: “I am delighted so many people across Wales have taken the time to nominate their favourite businesses and services.

“It should be a source of great pride to all of the finalists to have been celebrated in this way by local people. These businesses and individuals are the beating heart of their communities, providing not only vital services and great produce, but also valuable places for family and friends to come together to socialise.”

Love's Cakes in Ebbw Vale was set up by Deborah Love, 44, who, after having worked in the catering and hospitality industry for many years, decided that it was time to utilise her experience and turn her hobby into a business.

She explained that she had made celebration cakes since the age of 16 as a hobby, but never had the confidence to turn this passion for baking into a career.

She said: “Three years ago I was very ill and was diagnosed with bowel cancer, so I had an operation and chemotherapy and this made me realise that you do only live once and I started saying that when I’m better I’m going to open my own tea rooms.”

Love’s Cakes tea rooms opened in January 2014 and has grown to become a pillar in the local community, offering workshops for children, hosting parties and creating a loyalty scheme to reward devoted customers.

She said: “I am overwhelmed to be shortlisted for not just one, but two, High Street Heroes awards.”

She added that running her own tea rooms is a dream come true and that word of mouth has meant that people travel from all over to taste some of her cake creations.

Currently one of the most popular cupcakes is her peanut butter and salted caramel.

With all of the cakes being homemade, she has the oven on all day, and for her the day doesn’t stop when the tea rooms close but she carries on baking for the following day.

As her business expands, she explained that she makes fewer celebration cakes, but more cupcakes that sell out most days and that she now runs afternoon tea that is proving a big hit.

She said: “Since I first opened the doors, the support I’ve received from the community has been incredible and I really value not only their custom but also their feedback.

“I like to support the community as much as I can by donating cakes and vouchers to local charity events and believe my relationship with the community is vital to my success.

“My longer term plan is to move down the high street to a larger and more central location so that I can become more closely involved with the community.”

A fan of her cakes is Kathleen Clements, from Ebbw Vales, who said: “Her cakes are delicious and the tea room has a friendly and welcoming environment- I really hope she wins the award as she really deserves it.”

Opening in June last year, Artie Craftie in Blaenavon, Torfaen, offers a range of arts and craft materials, Welsh gifts, and stationery.

The shop also offers craft workshops and craft creating parties as well as a photographic studio and framing service.

Owners Nick and Wendy Horler are very passionate about the local community, so much so that they saved the town’s only banking facility from oblivion. They recently expanded the business and took over the Post Office, which was due to close.

Originally from Somerset, Mr Horler said: “It is an honour to be nominated by our customers for the High Street Hero awards. We’ve only been open a year so it’s a massive vote of confidence.

“It means a lot to us to be recognised in this way and we are truly humbled that the residents have taken us into their hearts and supported us.”

He explained that when they moved to Blaenavon their aim was to work within the community and to raise the profile of the World Heritage Town.

He said: “Our high street is a very special place, we regularly have people travelling to the shop from across Wales and they are always impressed with Blaenavon and the strong community feeling that exists within the town.

“I’m a huge supporter of the Support Your High Street campaign, we benefitted from the activities that took place last year, and I’m looking forward to getting involved in High Street Week again this September.”

He explained that both he and his wife are from customer service backgrounds and this means that they go an extra mile for their customers and said they are always friendly and welcoming.

Mr Horler said: “We like to get to know people and work with the community and I think we are appreciated for it.”

He believes that his social media presence has helped to spread news of the shop and now they have customers travelling a far distance to visit.

But the couple say they put in what they get out, which often means they have a 7.30am start and carry on working after the shop has shut until 7.30pm- as they take on all of the roles involved in the shop.

The mayor of Blaenavon, Gareth Davies, said: “The awards recognise the importance of vibrancy and quality on our shopping streets and Artie exemplify an exciting, hard working approach.

“We have some wonderful independent retailers in Blaenavon and throughout Torfaen, their efforts should be recognised and praised, money spent over the counter in local independents remains in the local economy, driving innovation, tourism and jobs.

“Nick and Wendy deserve praise bringing colour, craft, vision and commitment to Blaenavon, they've become in a very short time a Blaenavon institution, I hope their hard work is further rewarded with a win in one of the categories for which they've been shortlisted. “

Torfaen council’s executive member for regeneration, cllr Lewis Jones added: “The High Street Heroes awards are a great way of recognising and thanking our local businesses and the contribution they make to life in Torfaen.

“I am very pleased to say that Artie and Craftie in Blaenavon is a finalist for both the leisure, home and garden category and the community service provider category. The contribution they have made to the Blaenavon high street is commendable.”

Managed by Newport Arts Development, The Project Space is a not-for-profit platform for the visual and creative arts based on Commercial Street, Newport.

Delivering a programme of performances, exhibitions, workshops and activities, the ethos for the space is that it should be available for all and inclusive of everyone. Many activities are free, or at most £5.

Bringing an empty retail space to life, The Project Space strengthens the relationship of artists with Newport, as well as aiding regeneration of the city centre.

Initiated by the Community Arts Development team at Newport City Council, The Project Space is funded by Arts Council of Wales, Welsh Government and National Lottery Funding.

Volunteer Mohamad Fez Miah said: “The Project Space proves that if you bring a bit of fun and culture to the high street, people really do engage. We’ve challenged the traditional use of retail space and captured the imagination of people who may have never have previously had an interest in the arts.

“The team are all really proud to have been nominated and recognised as part of the High Street Heroes Awards. We’re looking forward to getting involved in High Street Week.”