Just seven weeks into her new venture, the owner of Newcastle-Under-Lyme’s newest boutique has a strong vision to make the most of the ‘upcoming opportunities’ in the town centre.
Businesswoman and entrepreneur, Shelley Dutton of Preen on Merrial Street, made the brave decision during the pandemic to expand her already thriving beauty salon and add a boutique outlet.
She has been met with a great response from her new and loyal customers – who have labelled her transformed premises as ‘the one-stop-shop’ for women of all ages – and has not had a quiet day of trading since the launch in May 2021.
“I used lockdown to make some big changes, but my dream was simple – to create a successful salon and boutique in my hometown of Newcastle where women would be able to leave feeling better about themselves,” said Shelley.
“I have a retail background so although I was running a successful beauty salon, expansion was always on my mind. I realised there was nowhere else in the area selling exclusive ladies clothing, bags, accessories and jewellery at reasonable prices, so I did my market research, spoke to my existing clients and found a gap. I source items from as far away as Los Angeles, so I can guarantee you won’t find my items anywhere else. I pride myself on that and I think that’s what people love the most.”
Shelley says there was never any question about the location of her salon, and that her plans to grow the business were always going to stay in Newcastle.
“This is where I grew up which is why I feel very passionate about the local and business community.
“I have a fabulous, good-sized premises in Merrial Street, which I could quite easily adapt and that’s in the ideal setting, surrounded by lots of likeminded and upcoming businesses like Ten Green Bottles, The Carlton and Sparrowhawk. I have kept all my original beauty services too, but now I have a buzzing boutique on the front offering something really quite unique. I have worked so hard to get to this point, but I also feel so lucky to be trading in a place I love.”
Shelley is a whizz on social and uses her channels to promote the wider town centre area. Her uplifting music can be heard on the street by passers-by in a conscious decision to spread positive vibes.
“I am very optimistic about the future. There is lots happening in our town centre and changes in the Newcastle-under-Lyme BID team are definitely contributing to that. It feels like the buzz is returning after a really difficult period, and I really hope that encourages other new businesses into the area. If we all look at the bigger picture, find more ways to collaborate and share our collective issues and concerns, more people will visit our wonderful town.”
Find Preen on Merrial Street, Newcastle-under-Lyme.
Mondays and Thursdays, from 9.30am until 7pm
Wednesdays and Fridays, until 3pm
Saturdays, from 9am until 5pm.