Allison Jayne first opened its doors on the 16th November 1972 at 108 Woodfield Street by the founders Alun and Ann Rees. Their objective was to provide people with exciting and elegant fashion that would set them apart from the normal high street ranges that were available at that time.

In 1978, 106 and 107 Woodfield Street were bought to accommodate the by now rapidly developing company. It was decided that Allison Jayne would change the original store into a shoe shop and the new premises would house the by now extensive fashion collections.

The new shop proved to be an instant success and in 1979 the 1st floor was opened to the public and Allison Jayne Bridalwear was born. This new department was run by Allison the daughter of the founders. Exquisite collections from the UK and Europe were introduced. The new venture was a hit! Brides travelled from as far afield as North Wales to buy their dream dresses.
Soon after that another store was opened in Sketty specialising just in fashion, this too developed a loyal following and still flourishes today. At this juncture there was much to keep the three family members busy, so a period of consolidation was decided upon.

In 1988, Andrew, Alun and Ann's son joined the business and soon after a store was opened in Cardiff. This store opened and specialised in Bridal and Special Occasion Wear and still does to this day.

Built on the success of the now two large Bridalwear departments in 1992 another store was opened in Caer Street in Swansea. This again housed exciting collections of Bridal Gowns and Ladies fashions and six years after a Mens Formalwear Hire department was launched.

The overwhelming mission of this new department was to provide both classic and contemporary collections to the discerning groom and his party.

The next shop was opened in 2002 in the pretty seaside village of Mumbles, Bridal gowns and elegant fashions are displayed in beautiful surroundings.