A BOUTIQUE enlisted the services of a beauty queen in a bid to drum up business following the pandemic.

Chelle’s Boutique, based in Market Place, Braintree, is hoping to boost trade by seeking support from a regular customer and beauty pageant winner.

The shop, which is run by Michelle Watts and daughter Billie, contacted Braintree beauty queen Alannah Pettigrew.

Alannah was named Teen Miss Diamond Ireland last year and agreed to support the shop, where she is a regular customer.

It has been a meteoric rise for the 16-year-old, who only got her GCSEs at Hedingham School last year.

Alannah is now preparing for an international beauty pageant in Las Vegas in July.

To support the boutique, she helped show off their new spring range by live modelling clothes for customers in the shop.

Mum Tracey, who runs Hedingham Sports and Social Club in Sible Hedingham, said customers enjoyed the experience with many buying items modelled by Alannah.

Billie said: “It was a great day and we are planning other events throughout the year.

“Our spring collection is gorgeous and is flying off the shelves.

“Alannah did a fantastic job modelling our new range and we thank her for supporting us.

“We are following her journey closely and wish her all the best when she competes in Las Vegas this year for an international beauty queen title.”

Alannah added: “I have been shopping in Chelle’s boutique since it opened in 2019.

“I had a great day – Billie made the whole experience so fun.

“This is exactly the sort of business we need in Braintree. We need more independent shops and I know people are still nervous to return to the High Street, but if we don’t, we will lose our local shops.

“Many shops are becoming online, but there is nothing like being able to go into the shop and see the product before you buy.

“The shops also become a hub of the community. I love it when the town is busy as it gives Braintree a great vibe.”