A sleepy high street in Waltham Abbey has been woken up by the opening of an independent lingerie boutique.
Mother-and-daughter team, Deborah Lesurf and Charlotte Brookes, joined forces to launch All Things Nice, which retails everything from the latest lingerie designs to whips, handcuffs and blindfolds.
The shop specialises in the sale of handmade British underwear, which it sources from various suppliers around the country.
Lesurf previously owned a restaurant in Kent but after selling the business she took up the opportunity to return to Hertfordshire and enter the lingerie market.
And she says the town’s first dedicated lingerie outlet has been a hit with shoppers.
"We’re the talk of the Abbey, because nothing like this has ever been down here,” she told the Herts Mercury. “We’ve had a really good response from people and the customers all seem to love It. It’s not just for younger people. We’re finding the customers go from young ladies of 18 right up to women in their 60s and above."
The shop features a ‘strictly for adults only’ room, which Lesurf says has been boosted by the 50 Shades Of Grey phenomenon. “We’ve completely sold out of all the whips, blindfolds and handcuffs, so someone is having a good time,” she commented.
However, one business challenge the pair has had to overcome is dispelling the myth that they have opened a sex shop.
She said: "It just went round the Abbey we were opening up a dirty old man’s sex shop, but they were wrong. My shop is beautiful. It’s really pretty, this is no sex shop. My friend knows the local vicar, and he says he’s all for it, you have to move with the times. It’s only lingerie, it’s very tasteful."
The shop is located between the local library and the police station, and is open from 10am until 5am every day. It opens late on Friday and Saturday.