“I’m definitely a survivor.”

So says Nicola Sheppard – and with good reason.

This week her independent ladieswear boutique, CC of Wimborne, officially celebrates its 30^th anniversary.

It’s been an eventful three decades since Judi Spiers, then presenter of BBC One’s Pebble Mill, opened the shop in 1993.

It’s seen Nicola survive:

• Competition from seven other independent boutiques – CC of Wimborne is now the only independent left in Wimborne.
• Competition from high street chains such as Phase Eight and Mint Velvet which are now in town.
• Competition from online fashion retailers.
• High interest rates and economic downturns including the 2008 recession.
• Major roadworks and natural disasters, from floods to fires, in Wimborne which heavily impacted trade.
• The Covid pandemic.

Nicola said: “I feel very proud to have reached this milestone.

“I put down our success down to my enthusiasm. I just love it.

“I get up every morning and can’t wait to get into work.

“I am very much a people person and I genuinely love helping people.

“I like to think my skill is putting outfits together – I get so much pleasure out of assisting customers.

“How many people go to work feeling that way?”

Two years ago, and prompted by the pandemic, Nicola – known to known to many of her customers as Nikki – decided a trendier approach was needed for the East Street business, previously known as Classy Collections.

The shop was rebuilt with a new front and logo while some labels were dropped in favour of others, such as Canadian clothing label Joseph Ribkoff, with huge followings.

A minimalist window display, changed every week, succeeded in attracting more passing custom while new Facebook and Instagram accounts started bringing the business to the attention of an online audience.

The aim was to bring in a younger clientele while also retaining long-established and loyal customers.

The revamp, which Nicola admitted was a “scary step”, proved a success with a doubling in footfall and profit margins up.

The customer profile now ranges from women in their early 20s to fashion-conscious ladies in their late 70s.

Nicola said: “You’ve got to keep moving forward with the times.

“One of the ways I do that is to bring in a new brand every season so customers have a little surprise when they come in.“

Among the other factors Nicola puts her boutique’s success down to is customer service, the personal touch and excellent teamwork from her staff.

Indeed, the team – Lisa, Heather, Sarah, Tracie as well as Nicola – have more than 150 years’ retail experience between them.

Nicola said: “I’m incredibly lucky to have such lovely staff and, of course, customers appreciate the continuity.”

CC of Wimborne has been shortlisted in the Independent Business of the Year category in this month’s Wimborne Business Awards.

The boutique is marking its 30^th anniversary this Wednesday, April 19, with a full day (10am to 5pm) designer fashion event.

It will feature the Joseph Ribkoff spring/summer collection with two representatives from the label talking about the latest looks.

A fashion model will bring the collection to life while a lingerie expert will offer fitting advice for Triumph and Sloggi underwear.

All are welcome to attend for a complimentary glass of fizz as well as take part in a free raffle with prizes including a £200 Joseph Ribkoff gift voucher.

Adding to the celebrations other businesses in the neighbouring Quarter Jack Mews will be staging events, demonstrations, taster sessions, competitions and raffle prizes as part of Discover Wimborne 2023, organised by Wimborne BID.

They include Fluffetts, Fossil Blue Gallery, Circle Healing Space CIC, Riva Hair Salon, 702 Interior Design, The Shutter & Awning Shop and, at 10 East Street, Naked by the River.

As for the next 30 years, Nicola said she had no thoughts of retirement.

She said: “As long as I’m healthy then why would I want to retire?

“I’m as passionate now about the business as I was 30 years ago.

“In fact, probably even more so.”

• classycollections.info