NO ONE knows the pressures of opening a specialist retail store in this current economic climate more than Joanna Edwards.

It has been six months since the 30-year-old took over a disused shop in a quiet Pimlico street and turned it into La Belle Femme, a boutique primarily selling mother-of-the bride outfits.

She said: “People thought we were mad – opening a new shop in London in a double-dip recession, but I think it’s a great move. There’s got to be an element of risk if you want to succeed.”

But so far, so good.

Positive word of mouth has led to an influx of regular customers and validation of Ms Edwards’ gut instinct. A family business, La Belle Femme was first opened in Sidcup in 1967 by her mother, Rosemary Edwards.

Relocating to Chislehurst – where they still trade – Rosemary expanded the popular business in 2001, opening another smaller shop in Tunbridge Wells, which she asked her then 19-year-old daughter to oversee.

Over the years both shops have built a solid reputation, and when the opportunity arose to expand into London, both the Edwards women jumped at the chance.

“This premises came up and at first London Bride Couture – a now neighbouring bridal shop in Churton Road – were debating whether to take it themselves and open their own mother-of-the-bride store,” said Ms Edwards,

“But it is a different business and needs a lot of investment so they suggested it to us. It’s such a nice little street, full of independent businesses so we thought it was a good decision.

“We looked at the risk but thought as the other two shops were doing so well, they could sustain themselves while we invested our time into this.”

Offering a vast range of garments and almost never repeating stock, Ms Edwards feels the recipe for La Belle Femme’s success is its customer service.

Since March, customers have come from as far afield as Hong Kong, Brussels and France to pick up their special wedding garments based on the recommendations of friends.

She said: “Each customer is an individual, so it’s up to us to build the relationship, find their style and make it work.

“It all depends on what the individual wants. Because we’re not as big as other boutiques we ask customers to book an appointment and to give us two or three weeks’ notice so we can collect outfits from all three of the shops.

“We want to provide a unique service which is tailored to their individual budget. If someone comes in and says they can’t spend more than £250 or £300, we’ll find the outfit for them. We really try to cater for everybody, from all walks of life.”

The business has also picked up a few famous fans, in the shape of Jayne Torvill and Dame Kelly Holmes.

Although working closely with her mother, Ms Edwards insists they have a great working relationship as they have found the right balance and are successfully moving the business forward.

She said: “Mum’s been working six days a week since 1967 and that shows her dedication. I very much look after appointments and have regular customers who will request me, so I’ll be called back to the other boutiques but when we both go round buying together, it’s great.

“The wealth of experience is incredible. She sits above and oversees it all. We just have to keep moving forward and evolving our service.

“We’re now serving the granddaughters of my mum’s original customers who remember coming into the Chislehurst shop and playing on the rocking horse.

“It’s lovely to have these relationships and be there for the special moments in their lives.”

For more information visit http://www.labellefemme.co.uk .