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Drapers 30 Under 30 2020: Beth Edwards, assistant manager, Whistles

Age: 25

This shop floor superstar drove a record year for the premium womenswear brand’s Edinburgh Jenners concession in 2016. Edwards repeated this feat again in 2018, when she moved to Whistles’ standalone store in the Scottish capital and helped it to achieve “a record year”: no mean feat in today’s challenging bricks-and-mortar landscape.

“Not only did she support her manager to implement the structure to deliver this performance, she also put a clear plan in place for each team member,” says Bobby de Nobrega, regional manager for Whistles. “She ensured that they were not only working towards the same common goal for the store, but also towards their personal achievements.”

He adds: “Beth is the full package. She shows so much focus and promise in what she does and embraces and delivers on every challenge.”

Edwards tells Drapers: “My advice to someone looking to follow in my footsteps is that front-line retail is a wonderful thing. It’s hard work, but completely worth it.

“Above all, don’t be put off by anyone who is negative about the retail industry. Many people have asked me when am I going to get a ‘real’ job. I’m here to tell you: I already have one, and it’s fantastic.”

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