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Tuula in Alderley Edge, Cheshire

Chosen by Jason Lynch, managing director for UK and Republic of Ireland at womenswear brand Noa Noa

I think the future is exciting for Tuula and its owner, Nicki Moreton. I admire her courage and determination to push boundaries and experiment with different variations of looks in an ever-more standardised shopping environment.

The store is named after a much loved and missed dog called Tuula, which is also a Danish girls’ name. About 80% of the stock is supplied by Danish brands and the shop is inspired by Scandinavian living.

Nicki worked for Danish clothing companies for more than 10 years and opened the shop four years ago. Recently it moved to a much bigger premises in the same town so she could show more of each brand.

Tuula strives to be an eclectic, Pandora’s box of an experience and is the fashion focal point of the town.

Nicki offers fantastic customer service, not only on the shopfloor but also through loyalty evenings, new arrival communication and supporting local events. A website is planned to go live very soon.

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