FASHIONS may have changed dramatically over the past 60 years but one independent boutique has remained in style.

Owners past and present gathered in Jayne in Sedgefield, County Durham, yesterday (Monday, March 9) to mark the diamond anniversary of the popular women’s wear shop.

Trudi Elwell, daughter of Jayne founder Hazel Taylor, original landlord Derrick Lofthouse, long term owner Mavis Wayman and the shop’s current proprietor Elena Degnan, reminisced and pored over old photographs of the boutique and its many fashion shows.

Mrs Taylor began selling clothes from her home in Bishop Auckland in the early 1950s before taking on a shop in Sedgefield in 1955.

The business was located in two town centre venues before Mrs Taylor settled in the Front Street shop, which grew to become a retail destination for women across the region.

Mrs Elwell, from Sedgefield, has fond memories of dressing up in her late mother’s stylish clothes and modelling in Jayne fashion shows as a teenager.

“My mum was one of four sisters and was always very stylish and well turned out,” said Mrs Elwell. “Jayne was her life; she loved the shop and the community of Sedgefield.”

Mrs Taylor aimed to cater for women of all ages and strove to stock clothes which were stylish, flattering and comfortable to wear.

She was in her 70s when she retired and sold her beloved business to Mrs Wayman, a loyal Jayne customer.

Mrs Wayman, 75, remained at the helm until last year, channelling her passion for fashion into the business for 31 years and attracting customers from as-far-a-field as Ireland and the United States.

She even welcomed former American president George Bush into the shop when he visited the town in 2003 with then Prime Minister and former Sedgefield MP, Tony Blair.

Ms Degnan, originally from Russia and now living in Darlington, is proud to have taken on an independent shop with such a rich history.

She said: “I want to continue to serve Jayne’s loyal customers but also appeal to new ones. It is about celebrating tradition and embracing the future, such as the internet, Facebook and Twitter.”

When asked the secret to Jayne’s success, the women were unanimous in their answer, customer service.

Mrs Wayman, 51, said: “Our customers are very loyal and we get to know them.

“We buy clothes with particular women in mind and I would always tell someone if one of their friends had bought a particular dress, even if it meant losing a sale.

“There’s nothing worse than turning up at a dinner dance in the same outfit as someone else.”