LIFE has been Simply Devine for Joy and her elder daughter, Liz, since they celebrated being Retailer Of The Year finalists in The Press Business Awards two years ago.

Now Joy Devine is hoping her ever-expanding specialist hat shop, Simply Devine, will earn this year’s Small Business Of The Year trophy – and the two of them can triumph in the Women In Enterprise category.

Taught by Peter Kingston Youel, of Leeds College of Art and Design, Joy started her millinery business on a small scale from home and then, approaching the age of 60, launched her venture in York Road, Tadcaster, with the help of her daughters.

Now, six years later, the venture which began as a shop specialising in couture millinery has become a highly respected force behind live fashion shows, including the annual event at The Guildhall in York in aid of the Lord Mayor of York’s charities.

It has expanded into offering jewellery and top handbags and this is boosted by specially arranged out-of-hours customer evenings.

They also stage Simply Devine Boutique Parties to enable guests to browse their collection of accessories and gifts, particularly before York Races and Christmas.

All their models are local to York and will be treated by the Devine pair to a day out at Ladies’ Day at York Races next month.

The Simply Devine website has raised the venture’s profile with 21,000 “hits” per month and purchases from all over the world – including a hat sent to pop star Christina Aguilera in California which she wore on her UK tour.

Meanwhile, the Devines have added The Simply Devine Wedding Box which provides bridal accessories, along with a new photographic service – a speciality of Liz.

Soon, they will order new stock – mother-of-the-bride outfits to go into a new extension on their building which they hope to complete next year – an investment worth about £30,000.

Hats off to them both…