A NEW ladies' fashion shop has officially opened in Whitchurch previously after being located in a DIY shop for many years.

The store, Jessica Violet, was officially opened by owner Alan Harding - who also owns Colour Supplies - and The Great British Bakeoff star Diana Beard on Friday, June 16.

It offers an expert bra measuring service.

Colour Supplies had a ladies' fashion section in the store in Mill Street for many years.

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Alan, who inherited the business from his stepmother, was pleased with how the opening went.

Whitchurch Herald: The store had been previously located in the middle of Colour Supplies.The store had been previously located in the middle of Colour Supplies. (Image: Alan Harding)

He said: "The opening was superb, it absolutely beat expectations.

"Most of my regular customers came, but also new customers came as well.

Whitchurch Herald: The opening was well attended.The opening was well attended. (Image: Alan Harding)

"It was lovely and extraordinary. Lots of people in the town supported us. It was worth doing."

Since then turnout has been strong.

Whitchurch Herald: The shop has been busy since it opened.The shop has been busy since it opened. (Image: Alan Harding)

Alan said: "It has been great to be fair.

"The Saturday was almost as busy as the Friday when we opened. Even in the week, it has been very well received."

Alan felt it was more professional to be selling women's lingerie separately from the other products on display in Colour Supplies.

He said: "It looks a lot more professional and it looks like a stand-alone shop unit.

"It has its own entrance and till so that payments can be taken straight away rather than through a till in the DIY store.

Whitchurch Herald: Alan believes the new layout is more professional.Alan believes the new layout is more professional. (Image: Alan Harding)

"It looks like how I should have done it years ago to be fair.

"Lots of customers have applauded us for the interior design.

"It has proven itself to be successful so far, so I am very happy."

Alan paid tribute to his assistants, Elaine Denny-Prescott and Mandy Higginson who ran the women's lingerie section while it was based in its previous location and are now running it from its new location in Mill Street.

He said: "Without Elaine and Mandy, there wouldn't really be a shop to be fair.

Whitchurch Herald: Alan thanked Elaine and Mandy for the support.Alan thanked Elaine and Mandy for the support. (Image: Alan Harding)

"They are the face and the buyers of the clothing department.

"They are the reason it is successful."

Alan thanked local businesses who supported the opening.

He said: "I'd like to give a shout-out to the other local businesses who supported us.

"Nicky B's did the catering for us at the opening.

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"The flowers were provided by Gallery Flowers.

"We had Diana Beard from season five of The Great British Bakeoff. It was nice to have a local celebrity cut the ribbon."