According to John J Marshall, the architect Thomas Jackson is reported to be have been so impressed by the residential area of Bristol called Clifton, that he decided to introduce the name to Belfast (Belfast Telegraph, 04/01/1941, p. 4). These properties were advertised in newspapers with the slogan rus in urbe, a Latin phrase meaning "countryside in the town" (e.g. Northern Whig, 01/07/1833) . Perhaps this reflected the perception of Clifton as a leafy suburb of Bristol, which Jackson aimed to emulate. This is supported by C.E.B. Brett, who described Cliftonville as "a villa estate modelled on Clifton on the outskirts of Bristol" (Buildings of Belfast, rev. ed. 1985, p. 33).
In the Belfast Street Directory of 1839 there is an entry that says: “William Herdman, Esq residence, Cliftonville”.
Development of the area continued during the 19th century and into the 20th century, when Sir Robert McConnell tried to market residential housing in the area as "Cliftonville Garden Village". Garden villages and garden cities were a phenomenon of the Edwardian era. The earliest in England was Letchworth, started in 1903, followed by others such as garden cities as Welwyn Garden City. The idea was also adopted around the world, e.g. in New Delhi, Canberra and Quezon City (Philippines). "Northwards from Carlisle Circus areas such as Mount Vernon, Parkmount and Duncairn and the loughside estates of the Grove, Fortwilliam and Skegoniel [sic] grew from the parcelling out of villa parkland into attractive sites for the aspiring lower middle class of commercial clerks and manufacturers' agents. An imaginative attempt to capture the interest of this growing section of Belfast society was made by Sir Robert McConnell, who promoted a Garden City near Cliftonville Circus, with houses selling at £240. Unfortunately, even the promise of pleasure gardens and a bandstand was not enough to win many converts among clerks earning £120 per year, and the scheme failed" (Brenda Collins in Belfast: The Making of the City, ed. J C Beckett, p. 170).
See Cliftonville Road for further details of this name.
"That Mr. A. Crawford, junr., on behalf of the Cliftonville Recreation Coy., be informed that the Committee do not see their way to approve of the name Myrtle Grove for the new street at Cliftonville opposite Old Park Avenue, and have to request that they will submit another name for approval". (18th February 1891)
That Mr. J. B. Milliken be informed that the Committee do not see their way to name a new street on his property situate off Cliftonville Road Myrtle Grove and request him to submit a more suitable name than “Grove” for such a street. (27th July 1892)
"On the application of the owners it was Resolved that the following names for new streets be approved of: ... ‘Cliftonville Street’ for a street on the property of the Cliftonville Recreation Co. Limited, at Cliftonville". (18th April 1894).