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Roberta Jackson

Owner of premium womenswear indie Agatha in Lincoln

Brands include Armani Jeans, InWear, Paul Smith, Vivienne Westwood Anglomania

How is trade at the moment?

It’s certainly better than last year. We made a decision to concentrate on the customers we already have and make them feel special, rather than try to win new customers. This helped us survive the downturn.

What brands and categories are selling best?

On our main floor, Vivienne Westwood Anglomania and Ted Baker are doing extremely well. We’re selling a lot of dresses and accessories. We recently reopened our mezzanine floor and bought in a different brand mix at a lower price point, targeting teenage girls who come and shop with their mothers.

What’s the biggest challenge you will face in 2011?

Keeping our regulars happy with a great brand mix.

How are you adapting to changes in people’s spending habits?

We introduced a ‘naughty book’, where regular customers pay an agreed amount of money every month that they can spend in-store any time they want on anything they want.

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