Sue Marshall, owner of Lois boutique on Cowbridge's fashionable High Street must be doing something right as she's just opened a new boutique offering fabulous brands and is reinventing the original Lois boutique as the place to shop for shoes and rainwear. Vale Life talks to Sue about what makes Lois.

THE BOUTIQUE OF CHOICE

Here at Vale Life, we like to champion the independent boutiques (the good ones anyway). Lois is one such boutique where customers are known by name and where owner, Sue Marshall, prides herself on offering what she believes the high street chain stores simply can't - great customer service. Vale Life spent a happy hour talking shop.

How long has Lois boutique been established?
The original shop at number 27 was owned by Marjorie for over thirty five years. I took over this shop three years ago as the business under the previous ownership had such a good reputation that I decided to keep the name.

Why did you choose Cowbridge?
I was brought up in Cowbridge and as the town is known for its mix of fabulous boutiques, coffee shops and antique shops, it made perfect sense to set up here. I think Cowbridge has a picture box quality about it that is hard to beat in South Wales.

What was the reason for opening a second boutique?
Number 27 has always been on the small side and I wanted something larger to show the garments off to their full potential. With a background in merchandising, I appreciate the value of giving garments room to breathe and present themselves properly and I wanted a premises that could allow me to achieve this. This property came along and even though it was a leap of faith, especially in this economic climate, I knew it was right for Lois.

What brands do you stock?
My aim with Lois is to offer women a great range of clothing from smart casual to occasion wear and cruise wear. We don't follow trends here but rather offer fashionable brands that will make every woman feel good about themselves.

Our designers are Frank Lyman, Gold by Michael H, Personal Choice (for our size 14 to 20 ladies), Olsen, Fred Sabatier and Zele (our Polish Fair Trade brand). Our jewellery is by Gabby and our bags are by Suzy Smith.

Do you have any brands that are unique to Lois?
Yes, Frank Lyman and Zele.

What do customers like about shopping at Lois?
I'm bound to say it's the friendliness of our staff and the sincere, straight - forward advice that we give but it's not just me saying that - ask any of our customers and I'm confident that's what they would say. On average our customers are forty-something discernable ladies looking for fashionable but wearable clothing of excellent quality at affordable prices.

What about your staff?
I wanted a team that wouldn't treat the business as just a job but had the same passion for it as I do. I've been very lucky. Barbara worked in the original shop and is now in her seventies - she has so much energy and vitality - she's amazing. Sue Jones and Jackie Pitman have worked in the new boutique since it opened and have been friends of mine since our school days. Charlotte who works for us on a Saturday is Jackie's daughter, so it's quite a family affair.

Any exciting plans on the horizon?
The original shop will be transformed in a few months into a quality shoe shop with brands such as Vandal, Reiker and Cappalini. We've stuck to brands that we know are popular, well made and with prices that are affordable. We will also be stocking a wide range of rainwear, matching bags and umbrellas. It's a very exciting time.

Lois 27 and 29 High St Cowbridge CF71 7AE 01446 774101 01446 772471