Becci Cornelius, Director of Ann’s Cottage Surf Shops, which has nine stores in Cornwall.
This year is very special for Ann’s Cottage Surf Shops as we are celebrating our 35th year in business in Cornwall.
As an independent surf store operating in a rural county far from the buzz of the big cities, we feel very proud to have had our achievements recognised by being nominated for the Drapers Independents Awards 2013 alongside some fantastic fashion businesses across the UK.
As we all know, the UK retail industry is hugely affected by the weather and Cornwall in particular watches the forecast with even greater trepidation.
As a beach lifestyle-inspired business situated in the key tourist havens across the county - on the beach and overlooking our coastlines - a cloudless sky on an August Saturday is our nirvana.
One of the warmest summers since records began brought droves of happy holidaymakers to our county in search of the ultimate staycation.
High fashion doesn’t dictate the Cornish wardrobe, our lifestyle does. Offering a portfolio of brands that mirror the spirit
of our county allows customers to feel a part of something.
We are lucky here in Cornwall because we don’t really have the high street to compete against. People come here - and indeed live here - to get away from that. Our customers shop with us knowing their purchase isn’t throwaway fashion. They’re buying into a lifestyle, which in our eyes is never out of fashion.
Staying true to our heritage has meant customers trust our offering. They believe our messages and in turn show tremendous loyalty.
Being shortlisted twice in the Drapers Independent Awards 2013 - for Young Fashion Independent of the Year and Lifestyle Independent of the Year - not only recognises our achievements but proves that no matter where you are, who your customer is or what the weather is doing, passion can go a long way.