Island Life Magazine Ltd January/February 2006 | Page 36

FASHION

Lora, the
Island’s
Style Queen
If TV style gurus Trinny and Susannah could be
rolled into one, they’d probably come out as the
Isle of Wight’s Lora Peacey-Wilcox.
For Lora is not only the Mayor of Cowes and a County Councillor for
Cowes Central – she’s also the Island’s undisputed Fairy Godmother,
turning out Cinderellas week after week for a host of special
occasions.
Mum-of-two Lora runs the Posh Frocks dress hire service at Newport
Road, Cowes, and she’s lost count of the number of women she’s
sent smiling on their way to cruise holidays, dinners, balls and
proms.

For Lora, her business is about much more than hiring out frocks for
special occasions – she gets personally involved with every
customer, often advising them on hair, make up and accessories, as
well as the most flattering style of dress.
She’s had shoals of thank-you letters and bouquets for her help in
turning women into the belle of their ball – and she says this gives
her as much pleasure as the fact that the business has done so well,
doubling its turnover every year from 2003.
“It is very rewarding when a lady comes to me with absolutely no
confidence, dreading some special event she has got to attend – and
then goes out feeling a million dollars and looking forward to it”
says Lora.
“My attitude is that everybody has at least one good point they can
enhance, and that’s what I start with”.
Lora, who has two teenage daughters, says she particularly enjoys
transforming young girls from awkward, harsh-looking Goths into
more feminine, glamorous creatures for their school or college
Proms. “The difference you can make is amazing and some of the
girls and their mothers can’t quite believe it,” she says.
In fact, the growing popularity of the school Prom has been good
news for Lora’s hire business, which she started somewhat
uncertainly in 2002, thinking there would not be enough business
on the Isle of Wight to justify a dress hire service.
“We don’t have big events like Ascot to keep us
going here on the Island, but I had not bargained
for the women who would come wanting clothes
for a cruise, a company dinner or a family
celebration”.
Posh Frocks currently holds a stock of between
600-800 garments, in a size range from 6-30, and
perhaps most importantly, it doesn’t stock more
than one of any design – so a woman will never
have to fear the dreaded scenario of turning up in
the same outfit as somebody else. The collection
includes sumptuous silks, satins and beaded
concoctions all guaranteed to make a woman’s
eyes light up.
Lora sources her clothes from the mainland, and
will even buy a dress on the strength of just one
customer asking for it. Her most expensive dress
on the rails at the moment cost £500 – and can be
hired for just £40.
After they have finished their life as hire clothes,
the dresses go onto the Posh Frocks permanent
sale rail, which offers some amazing bargains.
Frocks kindly modelled by Kelly

Posh Frocks of Cowes
Contact Lora on 01983 289670

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