Malmesbury mothers Sue Lehrer and Donna Harris have opened a new lingerie store, Beau Belle Lingerie, in the town centre of Malmesbury, Wiltshire.
Intimate apparel is a new sector for the store founders, who are in their mid-40s and live locally.
Sue Lehrer was working as a dental nurse and Donna Harris as a hairdresser when the pair chose to launch the new venture.
Both friends have now been professionally trained in bra fitting and are hoping that their store will become a must visit for local ladies.
“Our aim is to make sure that our products and services are affordable for local people and that we have a good range,” Lehrer told the Gazette & Herald.
“Usually you have to travel out of town if you want to get lingerie and in particular for a good bra-fitting service, so we thought that would be ideal.”
The store offers a range of different products, encompassing the sports, mastectomy and maternity sectors.
Brands that it stocks include Berlei Sports, Bestform, Bravado, By Caprice, Curvy Kate, Gossard, Legwear Hosiery and Rosy.