Historic York street gets ‘Glamorous, Sexy and Beautiful’ look

These adjectives are imprinted on the wall of the Elizabeth Wells lingerie boutique on the historic Shambles, in York. The boutique is the brainchild of Sarah Wells. Elizabeth is Sarah’s middle name.

The premises feel bright, spacious and the merchandise is attractively displayed; unlike some lingerie shops that I have visited. Sarah told me that: "Many customers have remarked that they like the shop because it feels bright and is uncluttered."

Sarah broke her back just after Christmas in 2005 whilst sledging in the snow with her brother. She had six months in a back brace recuperating from her injury. On her return to work, Sarah honed her skills in retail management with a six month internship with high street soap firm, Lush.

The experiences that Sarah gained on her internship – allied to her enthusiasm and determination - left her confident in her capabilities to run her own business. And as she rightly points out, recession or no recession, "everyone should have good underwear".

Elizabeth Wells' ranges are affordable, up-to-date and many are designed and made in the UK. Sarah said: "I stock many UK designers' work; people who handmake their underwear or who are based in and design in the UK. I know each of my suppliers personally and I know where my products come from."

Sarah has a range of lines for the larger lady, from 28 to 40J.

Sarah has capitalised on the growth in the use of social media, particularly Twitter. You can follow the business @ElizabethWells or become a fan of the Elizabeth Wells Facebook page. If you cannot make it over to the boutique in York, why not shop online at Elizabeth Wells? If you’re not sure, what to purchase you can always opt for an Elizabeth Wells’ Gift Voucher.

The Shambles is one of, if not the best preserved, medieval streets in Europe. It was even mentioned in the Domesday Book, making the street over 900 years old. Visitors can find out more about the Shambles rich heritage with the Best of York audio guide, which listeners can download to their iPod, iPhone or MP3 player.

The Walk Talk Tour of York can also be hired from York Tourist Information Centre, which is based at the De Grey Rooms, opposite York Art Gallery.