1. Buying - A great deal of emphasis is placed on buying the right product for the right time. Our strategy has always been clear - to choose clothes that offer our customers good quality, strong colours, individual styles and value for money.

2. Staff Training - Staff training is always on going. We have a full training programme for new staff and ongoing training with existing staff on product, new styles and creative merchandising.

3. Merchandising - We have a dedicated merchandiser working with the shop manager and partners making sure that the stock is seen at its best.

4. Customer Service - We always endeavour to provide excellent customer service. Many customers are encouraged to ring for an appointment to view the new collections and tend to enjoy a one to one relationship with a particular member of staff. Many of our customers drive long distances and spend an entire day with us, so we provide them with coffee on arrival, a light lunch and tea before they depart.

5. Promotions - With a mailing list of over 10,000 customers we contact our customers regularly. We produce a seasonal image brochure, have a regularly updated website and email our customers with fashion updates.