A new high-end ladies clothes shop has opened in Lincoln High Street.
Blessed Fashions has created four jobs by opening in the former home of art store Gadsby's. The chain sells clothing and accessories from brands including Coco Rose, Super Trash and American Vintage. It opened its first store in Newark last year and also has branches in Oakham and Rutland.
Owner Carly Aldred said: "A lot of people from Lincoln in their 30s and 40s want to look smart without looking like a student. We want customers aged from 20 to 70 to wear our clothes because that's how fashion should be.
"The more clothes shops in the city the better it is for the people of Lincoln. We don't like to see other stores as competition."
The 24-year-old businesswoman, who previously managed a boutique in Derby, holds a Professional Retail Diploma from New College Nottingham.
"We want this shop to be very successful. We have a great position in the High Street as we get people coming up from the centre and down from the Bailgate.
"We want to show people that this High Street is not cursed and that businesses can be successful here."
The new store opening is being highlighted as part of the Echo's Love Local campaign.
Michael Armstrong, events and promotions manager at Lincoln Business Improvement Group, said: "It's just great that another fashion unit has been brought to the High Street.
"The shop is quite different and up-market, which helps give a varied mix of shops in the High Street which is good for the customer.
"There is demand for space in Lincoln city centre and we also expect the unit where Millets was to be taken up quickly. The shop is in a lovely space in a busy area, so I am sure it will do well and become a successful venture."
The store opened on Saturday, October 13.