Trading on the personal touch

JUST Irresistible has changed hands – but the glamour goes on.

Long-time owner Lorraine Keys, who had been in partnership with her daughter Nicole Edwards and Kylie Maizey for eight years, decided it was time to go, so the dress shop changed hands on March 28.

Mrs Keys had owned the business overall for 12 years, buying it off original owner Mae Brown.

But now Ms Maizey runs the business with co-owner Janet McRae, with many of the same clothing lines remaining.

Brands such as the uber-funky Y London, Mr K (who does Laura K and also the Flirt range ) are still to be found.

There is also a solid range of 1930s and ’40s-inspired felt hats now in stock, perfect for autumn race meetings or to dress up a pair of jeans, Ms Maizey said.

“We might do some adding of different things when we find something that we like,” she said.

“We believe it is ... a good little dress shop and we hope people think of us first when they want an evening gown or go to a wedding.

“Definitely I’m looking forward to my partnership with Janet.”

Ms Maizey said her time as one-third owner with Mrs Keys was “a wonderful partnership” but the time had been right for a change.

Despite the global financial crisis and the relentless march of internet shopping, people still loved that personal shopping experience, to be able to touch the dress fabric and receive some good, old-fashioned customer service.

“We saw it through the economic crash ... and we’ve survived,” Ms Maisey said.

“I think we pride ourselves on that (customer service).

“Anyone can shop off the internet, but if you want something a bit different and a bit special you come and see us.”

The shop is at 347 Peel St, Tamworth; ph: 6761 3088. Opening hours - Mon-Fri: 9am-5.30pm, Sat: 9am-2pm.

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