A bridal shop has been named as one of the best in the region and will represent Staffordshire in a national competition.

The Bridal Lounge, in Newcastle-under-Lyme, will represent Staffordshire in The England Business Awards in November.

The family-run business, which was established in 2006, had been nominated anonymously for the national award where the entries are based on customer opinions rather than submissions from businesses themselves. The next stage was a mystery shopper visit to assess the customer experience.

Louise Cartlidge, owner of The Bridal Lounge said: “There were some wonderful businesses and bridal boutiques at the regional West Midlands finals.

“We were thrilled to be announced as the winners and cannot thank our customers enough.

“We are so grateful to our lovely brides who took the time to vote for us. As more than half of all of our customers come to us via personal recommendation we feel really proud of this award.”

A spokesperson for Newcastle-under-Lyme Business Improvement District said: “This win now takes The Bridal Lounge to the National English Business Award finals that takes place in November and we wish them the best of luck!

“The Bridal Lounge is one of the area’s most reputable bridal retailers, with years of experience working with brides-to-be. The team have created a successful and thriving business over the years and endeavors to create a relaxed atmosphere and beautiful environment for brides to feel welcomed and at ease when looking for the dress of their dreams.”

The Bridal Lounge has now been nominated in the Small Business of the Year category of the Staffordshire University Business Awards.