A LADIES boutique which has been trading for more than six decades is embracing the modern world with a rebrand and a move online.

New Jayne, formerly Jayne, in Sedgefield, officially marked its relaunch yesterday following a revamp inside the Front Street store.

Elena Degnan, who has owned the shop since 2014, has gone digital by giving its website a fresh new look and by opening an online shop in the hope of reaching out to new audience.

Ms Degnan said: “I have to move forward – it’s a digital world and more people are shopping online.

“We have such busy lives and opening hours aren’t always enough to get people through the door.

“The shop has been here for 60 years and I love my customers but at the same time we want to attract new and younger customers.”

Jayne first opened its doors in the County Durham town in 1955.

Founded by Hazel Taylor, the business was taken over by Mavis Wayman who ran the store for 31 years until handing the reigns to Ms Degnan.

“It has such a rich history but you have to take a step forwards,” she added.

Among those at the opening were former owner Mrs Wayman and the Mayor of Sedgefield, Cllr David Brown.

For information visit jaynesofsedgefield.co.uk where links to Facebook, Twitter and Instagram can be found.