Shaftesbury High Street Business Named ‘Best Shop’ In National Awards

Shirley Allum says she is ‘on cloud nine’ after her business was awarded a lingerie industry ‘Oscar’ on 14th November.

Shirley travelled in a limousine with four of her staff to London’s Café Paris for a three-course dinner and entertainment before the group heard that the business had been declared the best shop in the ‘Personal Touch’ category of the Stars Underlines Awards.

Shirley Allum (second from right) receiving her award

It is a major achievement. There were 19,560 stores nominated this year. Shirley Allum Fashions has traded for 21 years and Shirley tells ThisIsAlfred that she started her lingerie department eleven years ago. The store has been nominated on two previous occasions in these awards, for the ‘Intimate Apparel’ and ‘Swimwear’ retail sectors. This is the first time that Shirley’s business has won these awards, which launched in 2007.

Shirley doesn’t know who put her shop forward, but the event organisers say that the winners are determined by a panel of industry experts. She believes the recognition of her staff’s knowledge and customer service is ‘fabulous’ because the free bra fitting service they offer is important. “Eight out of ten women are wearing a bra that is the wrong size,” she said.

“The staff really deserve the award and I am so thrilled they won,” said Shirley, who added that the trophy, ‘will take pride of place in the shop’.

Chair of Shaftesbury Chamber of Commerce, Virginia Edwyn-Jones, has congratulated Shirley and her staff. “I am delighted that an independent Shaftesbury business and a valued and longstanding member of the Chamber has been recognised. Well done, Shirley,” said Virginia.