From Gridania, head south passed Camp Tranquil, you'll reach the Thanalan area. There, head west, and a little south. until you reach the T in the road. From that point stick south and you'll hit Ul'dah.

Ul'dah is certainly the Jeuno of FFXIV currently due to it's city layout mostly. Aether teleports inter-city certainly helped that case though. Most people are just stuck in their ways! I've been trying to set up shop with our LS mates in Limsa lately.

Offering cheap materia on the wards to enticde