A Pembrokeshire lingerie shop has been named the best in Britain.
Pretty Lovely Lingerie in Narberth won Best Boutique in the Underlines Stars awards, which are described as ‘the Oscars of the underwear world’.
The store was set up by Katie Howells 16 years ago and has built up a cult following over the years.
Narberth is frequently named amongst the best places to live in the UK, and it’s also a go-to destination for many women from near and far who are seeking out a well-fitting bra.
“We have women who travel hundreds of miles just to come and see us,” explained Katie. “Being fitted for a bra is very personal and intimate and once people trust you, then customers remain loyal for life.”
Celebrations at the awards ceremony for the Pretty Lovely Lingerie team – from the left are Laura Mathias-Milsom, Marie LeRoy, Katie Howells and Eva Howells. (Image: Supplied)
The Stars Awards are organised by the industry magazine Underlines and given out at a glitzy ceremony in the Plaisterers’ Hall in the City of London.
“I have been a finalist in this category many times before but have never won,” said Katie. “It was a huge boost to my team and such a lovely reward after so many years of hard work.”
The boutique – which also sells nightwear, swimwear and leisurewear – is a firm fixture on Narberth’s bustling High Street.
Katie and co-worker Laura Mathias-Milsom are pictured outside Pretty Lovely Lingerie with the boutique’s awards. (Image: Supplied)
“We wouldn’t be here without my loyal customers, many of whom have become friends over the years,” Katie added. “We are busy year-round which I don’t take for granted.
“It’s lovely that personal service, carrying a huge amount of stock and being in the shop for long hours six days a week has been recognised.”