A BUSINESSWOMAN has extended her lingerie business in County Durham.

Sadie Ayton, known as Sadie the Bra Lady, is just finishing her first week of trading from a shop in High Northgate, Darlington. She decided to open a shop in the town when she realised customers were travelling from there, Bishop Auckland and Crook to her store in Consett for lingerie.

Sadie had hoped to have the shop open for Christmas but delays refurbishing the Grade II-listed building meant she had to wait until this week to start trading.

Sadie chose to open her business away from the main shopping centre so she did not have to pass high rents on to her customers through inflated prices.

She said: "It is good to be finally in the new shop and we have had a lot of customers in. People have been asking me to open a shop in Darlington for ages and I am glad I finally can offer the people of Darlington my range."

Sadie become famous because of her individual fitting system which does not involve a tape measure.

She claims she can find the perfect bra to fit any woman simply by looking at her and giving her different styles to try on.