Claire Sutton left her career in a drugs team within the prison service to open a wedding dress shop – and it’s going so well she’s about to open a second branch.

Claire has been running Wedding Belles Love in Trentham Road, Longton alongside her daughter Darci since 2020.

Her working life couldn’t be more different from her previous career – she says it’s a joy to go to work when every day is filled with happiness.

“I decided to do something different after my father passed away,” she said. “I just wanted to do something fun and be surrounded by love. It’s a joy to go to work. I love it.”

They have added an extra changing room to the shop and are now working on opening a second branch, in a town centre location in Stoke-on-Trent.

Claire and Darci aim to be size inclusive, stocking every dress in every size from zero to 36.

“I bought the shop as an existing business from somebody else and when I tried on the dresses I found that I couldn’t fit into any of them even though I’m a size 12 for high street clothes,” said Claire.

“It’s really important in today’s world to ensure the experience of shopping for a dream dress is open to anyone. We’re very size inclusive and don’t want to disappoint anybody.

“We know how it feels to try on a dress and find it doesn’t fit so try to make sure that doesn’t happen to other people.

“We’ve built a reputation for making women feel seen, supported and confident no matter their size, style or budget.

“From the moment a bride walks in, she’s treated to a thoughtful, joyful experience which is often described as the highlight of her wedding journey.

“Through social media and our friendly podcast we educate and empower brides before they even visit, making the bridal experience feel less overwhelming and more fun.

“As a small, family-run business we’ve achieved real growth through care, connection and consistency. Every win we’ve had has been earned with heart and we’re proud to be a space where love and confidence always come first.”

Wedding Belles Love has entered the High Street Impact, Team of the Year and Small Business of the Year categories of University of Staffordshire Business Awards.