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Pamela Shiffer

Owner of womenswear indie Pamela Shiffer in Primrose Hill, north London

Brands include Almost Famous, Hoss Intropia, Nocturne, Sandwich

How is trade at the moment?

It’s good. We’ve had a lot of customers coming in for autumn 10 product, and have had a great initial response to the collections.

Did the earlier summer Sales affect your business?

Not really. Although they did start earlier, we stuck to our own Sale date which was mid-July. I’m happy we made that decision. Trade was so good pre-Sale, we actually considered not going on Sale at all.

Are you confident about autumn 10?

Fairly; people are hungry for autumn product now. It’s been a good English summer and after the school holidays are over it will be a good season.

Do you have a transactional website?

We’re in the process of building our website. It won’t be transactional initially, but it’s on the cards long term.

What is the biggest challenge facing womenswear indies?

Staying fresh and relevant. It’s also increasingly important to buy into current trends in a way that speaks to a more mature customer.

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