AT bridal and evening wear shop To The Nines, the focus is all on the customer.

Staff even make a note of which schools their prom dresses will be worn to, so clients don't have to worry about turning up in the same outfit as someone else.

And soon, there could be a range of dresses designed and made in North Staffordshire hanging up in the boutique.

Earlier this year, To The Nines was named the winner of Eternity Bridal's competition to design a wedding dress, with its gown now being made ready to be sent out to stockists globally.

Now owner Joanne Clay has ambitions to launch a To The Nines line with her own team of dressmakers.

Joanne admits that from day one she has always pushed the Newcastle business forward – and it has paid off.

She said: "We have grown every year that we've been in business.

"In the first year that we offered prom dresses we did 200. Last season we did just over 400.

"People are coming to see us from all over and it's just amazing. On the bridal gown side we sell hundreds of dresses and just the other day we had a bride come up to us from London.

"It means we must be getting it right, whether it be the right service or the right designers."

The To The Nines dress is due to be unveiled in March before being sent to bridal shops across the world.

Joanne, of Penkhull, said: "People ask me if I'd like to open another store in the future and that's something to think about.

"But eventually I'd really like my own line. Our name would fit really well on a label so I'm starting talks with some design houses. I'd like to make some designs here, with my team, but there is also the opportunity to sell business to business. Winning the competition is a great launch pad and we're going to run with it."

A team of seven work at To The Nines in High Street, with the shop itself also due to enjoy a facelift. As well as wedding, prom and evening dresses, the boutique offers a range of accessories, a vintage clothing section and a wedding services department bringing together some of the most trusted suppliers in the industry.

To The Nines is entering The Sentinel Business Awards in the Small Business of the Year category, sponsored by Beswicks Legal, hot on the heels of coming top in the Newcastle Business Boost awards.

Joanne added: "It's really nice to be recognised. We get some great reviews and flowers and chocolates arrive at the shop on a weekly basis from our clients wanting to thank us.

"It is just so rewarding."