A mother and daughter will open their new fashion boutique today.

Amanda Morcombe and 19-year-old daughter Evelyn spotted a gap in Worthing’s high street and decided to set up shop in the town’s Royal Arcade.

Duchess Boutique will offer customers “elevated casual style” at reasonable prices.

The store will open its doors from 11am and the pair have encouraged people to come down and enjoy a glass of fizz to celebrate the launch.

Customers who attend the launch will also get a VIP card which will see them get “something extra” when they shop.

“We had the idea for a little while,” said Amanda, 45.

“My daughter is really interested in fashion and so am I.

“We know Worthing really well and since Debenhams closed down I think there’s less choice.

“The high street is struggling a little bit and I think it needs to be a bit more special.

“I think small independent stores give a more personal shopping experience.”

The Argus: The shop sells matching loungewear setsThe shop sells matching loungewear sets (Image: The Argus)

The mother of three said it felt “like it was meant to be” when a unit became available in the shopping centre.

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“Royal Arcade is such a pretty place to be in and it’s historic to Worthing so when a unit became available here I thought ‘This is amazing’,” she said.

The Argus: The store can be found in Worthing's Royal ArcadeThe store can be found in Worthing's Royal Arcade (Image: The Argus)

Amanda, who used to work for Marks and Spencer before becoming a beautician, said the shop caters for a wide range of people but is aimed at those who may be looking for a “slightly younger style”.

“It’s really for everyone and how you feel you want to dress,” she said.

“We’re going for casual but elevated style.

"You can pair jeans with a nice top and trainers and be comfortable but you’re still looking nice enough to go out for a pub lunch.

“Comfortable but stylish.

“We also have dresses which I think will reach quite a wide range of people because there are so many colours and patterns and fabrics.”

The Argus: The shop also stocks dressesThe shop also stocks dresses (Image: The Argus)

The store also stocks loungewear and Ted Baker items as well as sequin bags from West Sussex-based Petit Dunnocks.

Amanda said she would like to stock more items from Sussex producers.

The Argus: Bags from West Sussex based Petit DunnocksBags from West Sussex based Petit Dunnocks (Image: The Argus)

Sizes range from 6 to 16 and prices from £12 to £60.

“We are not an expensive boutique,” said Amanda.

“I don’t think there’s anything over £60.”

Customers can also order clothes from the boutique’s website and collect them in-store.

Amanda has two other daughters who share her love of fashion and she hopes she can get them involved with the business.

The Argus: Customers can expect nice tops, denim and Ted Baker itemsCustomers can expect nice tops, denim and Ted Baker items (Image: The Argus)

“They would all like to work here so I’m hoping it takes off and then I can pass it on to them,” said Amanda.

She said she is “really excited” to open and meet customers.

The Argus: Amanda Morcombe and her daughter EvelynAmanda Morcombe and her daughter Evelyn (Image: The Argus)

“Even though we’ve only been setting up for a few weeks it feels like tomorrow’s taken ages to come,” she said.

“People can expect a really friendly welcome and help and guidance picking out outfits if they want it.

“There’s no pressure, no hard selling.

"We just want to be a nice friendly place that people think of when they want an outfit for a particular occasion."

Duchess Boutique will be open Tuesday to Saturday from 10am to 5pm.