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While a career as a radar operator in the Royal Navy is not the normal route into the fashion world, it was the discipline and concentration developed in her naval role that gave Heidel Campbell a good grounding in the skills needed to start her own business.

When Heidel and her husband Phil set up Pushka in Chichester eight years ago it was her second venture into the glamorous world of beautiful dresses and designer clothes.

Heidel said: “My first taste of fashion was working in a designer boutique in Knightsbridge between leaving school and joining the Navy. I have always had a huge love of fashion and wanted to bring people the things I wanted but could never find when I was shopping.

“Pushka is all about helping you find amazing clothes you look and feel great in. People aren't always sure what to wear or how to put it together and that's where we come in, offering advice about what suits different body shapes and colouring. We also help people see their own unique beauty.

“We have many customers with insecurities and body issues and we just want them to leave feeling good about themselves. This doesn't get in the way of us being honest though, and we tell customers if an outfit is a complete no-no. If they know they will get an honest opinion from us they are more likely to trust us and come back the next time they are looking for an outfit.”

Heidel and Phil have always tried to keep the business moving forward and to stay on top of the game and their commitment to their customers has helped to develop a loyal following.

Heidel said: “We constantly search the market for new designers, with great style, quality, affordability and exclusivity, which is quite hard, as other businesses want to copy you if you're doing well with something by going to the same suppliers.

“We've learnt not to get too upset, we just take it as a compliment and move on to newer better things. Our customers, some of whom have been coming to us since we opened, love the unique styles we offer and wouldn't keep coming back if we didn't keep it fresh and different.

“We do such a broad range of styles – from casual styles and occasion wear, to evening dresses and accessories.

“These days we buy more from British designers as the stock is designed and made in the UK. Our customers love the unique styles at prices they can afford. Every item is beautifully finished and we know they can pull their beloved outfit out of the wardrobe, wear it, not see anyone else in the same thing and use it again and again.”

For the past four years Heidel and Phil have run their own website to introduce their latest stock to the world. Between them they take on every job, including makeup, styling, photography, editing and graphics.

Their models are all local and naturally beautiful girls and their customers are from across the UK and Republic of Ireland.

Heidel added: “We organise many events, including fashion shows, ladies’ evenings, live window displays, prom fairs, collaborations with other businesses and more.

“And we are very honoured to have been nominated in this year’s Drapers Fashion Awards. After eight years of hard work it’s great to be recognised by such a prestigious organisation. They've been running for 125 years and support the best in British fashion so we are very pleased with our nomination whether we win or not.”

Pushka, 5 Cathedral Courtyard, Chichester. Call 01243 782888 or visit www.pushkafashion.co.uk