This Friday, Underlines has the pleasure of talking with Sandra Davies, owner of the Sandra Dee Lingerie & Swimwear Shop in Cheltenham. This award-winning retailer is a landmark in the region.
Sandra Davies
So what did you do before you entered the world of lingerie retailing?
Well, I’m 80 years young so I have quite a few stories to tell!
In the 1960s, I left college in the era of food, fashion and sun. Music and fashion were just wonderful. Amongst the Beatles, the Rolling Stones, Mary Quant – fashion was just thriving and it was a brilliant time. My sister and I were so lucky as my mother made all of our clothes. We would buy Vogue patterns, select the fabrics from department stores stacked to the ceiling with fabrics on fabrics and create the most amazing outfits. This is what gave me my love of natural fabrics, clothing and fashion.
In my 20s, I worked for an airline as one the first airhostesses. I had seen an advertisement on the back of the Telegraph ‘Air Hostesses Wanted’ and I jumped at it. It was a position on an old DC3 aircraft used in World War II and it was SO much fun. I did that for 6 months before joining Britannia Airways. My first flight was to Tehran where we lost three engines and still managed to land! I spent 6 amazing years before ‘retiring’ as expected by Britannia at the time, at the grand old age of 30!
Soon after, I joined the NAFFI (Navy, Army & Air Force Institutes) and following 3 months in training I was given the position as a Catering and Welfare Officer, managing 12 units across the NAFFI and even serving lunch to the Queen!
In my 30s, I started to work for my mum in her haberdashery shop, stocked with knitting equipment, tapestry, rope making, buttons and beautiful Liberty prints. We had a lovely customer who used to make the most exquisite knitwear and I just loved the pieces. So I selected a collection of styles from her, found a little shop in Clifton for £100 a week, put a rail of the knitwear in and started selling. This was now the 1970s and I was stocked high with knitwear – but kept on receiving requests for wedding outfits. I started travelling to London and buying in bulk ‘cash and carry’ bags of ‘Parigi’ dresses and they just flew out. I’d be travelling back to Clifton with 5 bags at a time and it would sell out the next day. This is how I made my name.
I realised quickly there was one thing that Clifton wasn’t offering – a lingerie shop. So I opened my own (in 1982), which I relocated to Cheltenham in 1994 and the rest is history. I always say, I haven’t worked a day in my life.
What do you think is your greatest achievement over the last 4 decades?
I think it would have to be winning the Underlines Stars ‘SUPERSTAR’ award for 40 years in the industry at the Best Shop Awards held at the Café de Paris.
And your proudest moment?
I bought my first car, a little red Mini when I was 23 and I absolutely loved it. Two years after the business started, I managed to get a mortgage for my own house. This was a huge moment for me as it was something that was entirely my own.
And what was the greatest challenge?
I would have to say surprisingly or unsurprisingly it would be Covid-19. It was the first time in my life ever that I had to close the boutique doors. I had to beef up our online and pivot so that we could continue to offer our customers a service throughout the many lockdowns. It was quite a learning curve.
What is the one product you can’t live without?
My Lise Charmel Splendeur Soie Balcony Bra. I started selling Lise Charmel along with Marie Jo in 1982 and I still stand by these brands today. I’ve been wearing this particular bra for over 15 years!
And what of the future of the Sandra Dee shop?
I plan to retire imminently and therefore I am looking for someone to take Sandra Dee into the next phase of its life while continuing to offer our wonderful customers the same much-valued service. I frequently have customers coming through the doors who dread the prospect of my retirement and the boutique closing down for good. I am proud to say that we still offer a service that has become so rare to find and is so crucial to the way in which we try, choose and buy lingerie. I don’t doubt that there is a place in the market for Sandra Dee to live on.
If you are interested in finding out more about the Sandra Dee shop email shop@sandradee.co.uk or ring 01242 238247.
Sandra Davies
