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New clothes venture caters for all sizes

A Diss shop has opened with the promise of fashionable and affordable clothes for sizes 8 to 28.

Shop-owner Allison Southernwood wanted to provide an enjoyable shopping experience for women with curves and boost their confidence.

The idea for her shop, Just A Label, was born just two weeks before she opened it.

“I like fashion and clothes and I thought: ‘Let’s open a shop, somewhere I would like to shop in’,” said Allison, who lives in Dickleburgh.

On Friday, the doors of Just A Label opened for the first time.

“I have done so well,” said Allison. “On the day of the launch, I nearly sold out.”

As well as offering an ever-changing product rage from sizes 8 to 28, she wants to make sure it is affordable.

She said: “Sometimes you want to treat yourself, but you don’t want to spend loads of money.”

The clothes at Just A Label, with a price range from £3 to £40, are meant to encourage people to experiment with fashion.

“Last week, I put a 50-year old woman in a pencil skirt, something she would normally never wear.

“She came out of the changing room beaming,” said the 44-year old shop-owner.

The former nursery teacher sources her clothes online, from British as well as foreign designers.

With the shop opening so quickly, she had to find a name that would capture the essence of the enterprise.

“To find a name for the shop was easy”, said Allison, “I wanted to say something like ‘it doesn’t matter’, because it doesn’t matter what the label says, whether you’re a size 16 or 18, it’s just a label.”

Along the way, Allison received help from companies Fatstickman and Jamie’s Property Maintenance and her sister and two nieces.

“This wouldn’t have been possible without their help,” she added.

The shop is located on St Nicolas Street and is open from Monday to Saturday, 9.30am to 4.30pm.

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