A year-long effort to decorate a shopfront with hundreds of Christmas decorations has finally come to an end as it was unveiled to the public.

The team at Velvet, in Hove, has pulled out all the stops for their Christmas window scene this year - with thousands of decorations expected to be sold.

And is not long until they travel out to the Netherlands once again to prepare for 2024's Christmas celebrations.

The Argus: Velvet's Emma Draper and Gemma VaughanVelvet's Emma Draper and Gemma Vaughan (Image: Velvet)

Managing director Gemma Vaughan said: "Our over-the-top and elaborate display makes a change from all the chain stores on the high street.

"We are known for this in Brighton and Hove. People come to see it, they tag us in on social media, it's just a bit of magic on the high street."

The team fly out to the Netherlands in January to pick the decorations they want for the following December, and place an order in February.


A post shared by Velvet Hove (@velvethove)

By August the first boxes of baubles and tinsel start to arrive - and in November they spend four or five days decorating the window.

"We even get electricians to put the lighting installation outside as well. It draws people in for not only business but to take pictures.

"We pick what we think would do well. Fashions change and trends change, so we do a different window every year to make a bit of a spectacle."

The Argus:

This year's window is called Disco Kitschmas with a blend of tradition with modern changes - and even disco balls.

This year's window marks the 23rd year of Velvet and the 16th at its store in Church Road, Hove.

Gemma said that 10,000 baubles were sold at the shop last year - and that "everyone in Hove must have a Velvet bauble somewhere."