'Stay sairf, sairve lives': Black Country shop reopens with themed face masks and beer after bostin' sign goes viral

By Jamie Brassington | Dudley | Dudley entertainment | Published:

A Black Country-themed shop has reopened its doors amid the coronavirus pandemic - and is selling face masks adorned with the Black Country flag.

The Black Country Hub has reopened this week, and owner Steve Edwards is ready to sell plenty of their beers to punters

The Black Country Hub, located at Merry Hill Shopping Centre in Dudley, opened to customers yesterday, having been closed since March.

Owner Steve Edwards, 36, from Brierley Hill, encouraged shoppers to stop by if they were able to.

Alongside selling face masks, the store has acquired an alcohol licence allowing it to sell ales from the Black Country.

Mr Edwards, who launched the Black Country Festival, said: "It is great to be back open and seeing people again. I'm glad to be out the house.

"We have acquired the beer license now so we are selling an array of Black Country beers from Holdens, Bathams and Green Duck.

The sign which has gone viral

"We are trying to work with other breweries now to get other local ales in.

"At the minute, we have got the Black Country face masks that are doing well.


"We promote everything local so we sell Teddy Grays 'suck' [sweets], local history books, we have got paintings by local artists, music by local artists.

"Everything is just people from the Black Country and all their crafts we have got in here, just promoting everything Black Country."

The shop has been open for two years at the shopping centre.

Asked if he had a message for shoppers, Mr Edwards added: "If people are brave enough to come out, they can come to us to get the Black Country face masks.


"Please keep safe and maintain social distancing in the shop. We have got Black Country coronavirus signs up telling people how they have got to act and what they have got to do."

One of the signs was shared on the shop's Facebook page which has now gone viral.

The sign said: "Stay sairf, sairve lives. Dow touch ya fizzogg [face]. Wash ya cowin donnies [hands]."

Jamie Brassington

By Jamie Brassington
Senior Multi-Media Journalist - @JamieB_Star

Senior reporter at the Express & Star. Contact me at

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