Sale rail gowns beat credit crunch blues

Who says you can't dress to impress on a shoestring budget?

Tell that to Black Country girls who are showing off their finery after glamorous prom dresses and evening gowns costing hundreds flew of the racks at a sale in Stourbridge.

Many of the fancy frocks were on sale for just £20 during the one day sale in the town centre. Designer dress hire company Frox staged the credit crunch busting event with new owners Emma Whittle and Laura McArdle who took the helm from Emma's mother Sarah four months ago.

The business partners showcased dresses in a town centre church hall on Saturday.

The idea for the sale started with customers searching for cut price deals during the financial downturn and a stock clearance ready for the new season.

More than 200 dresses went on sale including pieces from US designer Tony Bowls with whom they have signed a contract to take his latest line in the new year.

And to complete their new look, customers coud treat themselves with heels from Lucie John's range from Shoes Galore and jewellery by Wendy Whittle.

Frox mainly hires gowns for special occasions from its converted barn at Bell End Farm, Stourbridge Road, Belbroughton.

Saturday's event, held at St Thomas's church hall in Market Street, proved popular with many customers coming through the doors on the day.

Emma, aged 32, a mother-of-one from Broome, said: "People are always on the lookout for a bargain especially the way things are with the credit crunch.

"Often we get customers coming to us because of a special occasion like a school prom. And it's a great feeling to help make their day by setting them up with the perfect dress."

Laura, aged 24, of Kidderminster Road, Hagley, gave up her job as a personal shopper at Selfridges in Birmingham to set up in business with Emma.

"I'd always been interested fashion but thought it would be good to dress people in our own clothes rather than someone elses," she said.