Why, you may ask, would a woman who can shop in total anonymity in the City Centre with dozens of shops at her disposal, want to venture further afield to buy her clothes?

LOTS TO LOVE ABOUT LOIS

We've all watched the scene in Pretty Woman when a slightly dishevelled Julia Roberts gets snubbed in a fancy boutique, despite the fact she had the money to shop there. It's no surprise, therefore, that the merits of boutique shopping have been dismissed by a majority of women who are all too dazzled by chain stores and giant shopping malls.

Ironically, it is this unfathomable and overwhelming choice of shops that has seen wise women rediscovering the personal touch offered by a new breed of small town boutiques. One person to be causing a stir is Sue Marshall, owner of Lois Boutique in Cowbridge. She knows exactly the right mix of ingredients that will make a style-conscious woman very happy. And she should know - she's seen the business grow in strength; so much so, that the demand for a second boutique was only a matter of time.

Lois boutique now occupies two adjacent premises in the High Street in Cowbridge. The original shop had been serving customers for over thirty years under different ownership. When Sue opened the second sister boutique she knew she was trading on the back of a solid and growing reputation. It made sense to her to retain the shop's original name but to give the two spaces a different ambience and offering. So, in a way that only someone with a background in merchandising could achieve, Sue has transformed the original, smaller shop at Number 27 into a modern quality shoe shop with popular, well crafted brands such as Reiker, Vandal and Cappalini. Added to the mix are a selection of bags, umbrellas and rainwear to offer a top-to-toe approach to styling women.

The second, newer, boutique has been remodelled to allow garments to be showcased in their best light - a less is more approach, combined with a warmth that is evident as soon as you walk in the shop. It feels comfortable, not cutting edge or overly girlie and with the right hint of romantic touches in the fixtures and fittings. You can see the clothes easily, yet they are not so minimally displayed that you would be afraid to touch or ask for another size.

You're more exposed in a boutique - sometimes people want to browse without the pressure of buying. Sue has ensured that her staff are friendly, yet respectful of the customers' personal space. Lois stocks ranges from smart to casual, occasion to cruise wear. The emphasis is on style and contemporary fashion rather than blindly following short-term trends.

Here you'll find designs from Frank Lyman, Gold by Michael H, Olsen, Fred Sabatier, Suzy Smith bags and jewellery by Gabby.

Sue has addressed the needs of curvier ladies with sizes 14 - 20 from label Personal Choice. Surprisingly, the Zele Polish Fair Trade brand has become popular and acknowledges the growing demand for responsibly sourced clothing.



Sue's success is down to a recipe of a few vital ingredients:
■ Staff work with confidence and are friendly without being pushy
■ Providing quality and unique garments for women who want timeless yet fashionable pieces, i.e. not a jack of all trades
■ An understanding of real women, their shape and style choices
■ That remembering and attending to the regular customers and embracing new ones is a balancing act that seems to happen seamlessly.

Add to this the promise of a lovely day out in the Vale of Glamorgan. Here you can explore the landscape, independent shops, bars, eateries, hair and beauty salons, book and antique shops. I don't know about you, but I'd trade a network of underground car parks and city centre crowds to amble a market town with free parking any day.

Lois 27 & 29 High Street Cowbridge CF71 7AE 01446 774101 01446 772471