A BUSINESSWOMAN, known throughout the North-East for her lingerie, has opened the door of her latest shop in Darlington

Sadie Ayton, known as Sadie the Bra Lady, is just finishing her first week of trading from her new shop on High Northgate.

She decided to open a shop in Darlington when she realised customers were travelling from the town and Bishop Auckland and Crook to her store in Consett, County Durham for her wide range of 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 onto 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 unique fitting system which does not even 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.