PASSION for fashion is the inspiration for Barnstaple's new independent shoe retailer, Hattie B, which has opened for business in Holland Walk.

The boutique stocks a range of designer shoes and accessories aimed at ladies of all ages who appreciate quality and individuality.

Aprille James, who lives in Braunton, owns the shop, which is the culmination of a lifelong dream: "I've always had a huge passion for fashion and an eye for quality, elegance and style.

"Now that my children are growing up, I want to follow my dream and offer the services of an independent shoe shop."

Knowing that many people often travel to Exeter and elsewhere for designer footwear, Aprille identified a gap in the market for a locally-based quality shoe retailer.

Following a growing trend, Aprille wanted to start her own business and do what she really wanted so she grasped the opportunity to open her boutique in Holland Walk.

"It's a fabulous location," added Aprille. "Jane Stanley at Private Collection encouraged me and Martin and Helen Riley of Palazzo have completed a fantastic shop fit. I appreciate all the help that everyone has given me."

Designer names in stock include the simple, beautiful glamour of Pretty Ballerinas, Kennel and Schmenger handmade shoes from Germany, pure Italian style from Manas, a combination of French design and Italian craft from Ash, Scandinavian simplicity and beauty from Ilse Jacobsen and luxury slippers and knitted HotSocks from Ruby Brown.

Designer accessories include the style and comfort of Pantherella socks, colourful Echo Design scarves, luxury cashmere knitwear from Lorna Scott, exotic jewellery from Les Nereides, fashionable, functional handbags from Hobo Bags, stylish British leather laptop bags from Penelope and Parker and much more.

Examples of the shoes and accessories available can be seen on the hattieb.co.uk website and customers are welcome to browse the brands in person in the boutique.

Aprille chose to name the store after Hattie, her first ever Dalmatian, while the B stands for Boris, one of Hattie's puppies, now aged 14.

Aprille hopes that customers will enjoy the atmosphere at Hattie B and appreciate the warm, friendly advice and personal attention that she offers.

Her aim is for customers to look their best and Hattie B's service is designed to help them achieve just that.