A new clothes shop – selling prom dresses, evening wear, cocktail gowns and wedding dresses – has opened in Sudbury’s Gaol Lane.
Lady Amarisa owner Emmah O’Brien said she wanted to bring “a little touch of glamour” to the town.
She said she felt the town lacked choice and style when it came to women’s fashion – something she is keen to change.
“I have never found shopping in Sudbury easy, so I wanted to offer something that is good quality and up-to-date,” she said.
It may seem strange for a shop that caters mainly for those looking for sparkling prom and pageant dresses to be in rural Suffolk, but Miss O’Brien feels there is a gap in the market.
She admitted that her new venture was “testing the water”, but had been encouraged by early sales.
One challenge that Miss O’Brien knows she will have to tackle will be attracting enough people to the quiet back street of Gaol Lane.
Undeterred, she said that a second store in London had attracted people from across the country and she was sure Sudbury could do the same, especially with a new website currently being built.