THIS is shopping, but not as we know it. I am sitting in a comfy chair, drinking a coffee and reading a magazine. Gosh, life is hard. Meanwhile, Ann Watson is scouring the racks of Debenhams for clothes for me.

Welcome to the world of Personal Shoppers.

They have, of course, long been part of the posh London shopping scene. But now Personal Shopping has come to Debenhams in Sunderland, in the shape of Ann. Bright, lively and very knowledgeable, she could just change your life, or at least your wardrobe.

And best of all, it's free.

The idea is simple. Whether you want an outfit for a big occasion, or clothes for a new job, or one dress for a party, you make an appointment to see Ann. No more trailing round the racks, trying to find clothes that fit you, suit you and that you can afford. Ann does it all for you. It's like having your own personal lady's maid. "Shop until your Personal Shopper drops," says the blurb, which might be a bit excessive, but you get the general idea.

Once you settle down in the Personal Shopping Suite, Ann needs the details of what you want, what you want it for, as well as how much you are prepared to pay for it.

"Most of the people who've come in so far have been buying for weddings. Some are prepared to spend a lot but we have had others on very tight budgets and I feel great when I find the perfect outfit for them," she says.

Ann's knowledge of what's in store is awesome. "When I'm not with customers I go round all the departments talking to assistants to see what's in. First thing every Monday morning I check the new stock. It's fun, I really enjoy it."

Debenhams's stock ranges from their own label through to concessions such as Oasis and Principles, Elvi, Jaques Vert, to Edina Ronay, Jasper Conran and other designer names.

Before Ann can sort you out, she needs a few details. Her comprehensive form covers everything from size, to body type, colouring and any preferences for styles or colours. She has me down as having a curvy body, long waist and a soft face. Soft? - as opposed to angular, I think.

Style preference ranges from natural to eurochic. As I am clearly not eurochic, Ann has me down as a mixture of classic and dramatic. Interesting how other people see us, isn't it?

Before she came to Debenhams, Ann spent 20 years in clothing management, knows a bit about image consultancy and a lot about people.

I've asked her to find me a couple of mid-range smartish outfits for work and something for a posh party - as cheap as possible because how often can you wear the same posh frock?

She disappears and I sit back with the coffee and the magazine. If you like, Ann will also sort out a make-up consultation, bra-fitting, practically organise your life for you. As well as letting you have free squirts from the perfume samples on her desk.

Ten minutes later she's back. She's brought me two suits, each with two tops. The suits are perfect. Smart but not too formal. One in navy, I like, the other in black and white, I love. Three out of the four tops I also really like. There's only one top - a rather dreary pale blue - that I dismiss.

For someone who's known me for only about twenty minutes, it's a pretty good success rate.

One of the great bonuses of having a personal shopper is that you have your own large private changing room in the little suite. Need a bigger size? Different colour? Ann will get it for you.

"Right," I say, thinking it can't be as easy as this,"What about the cheap posh frock?"

Off she goes again. Ten minutes later, she's back, carrying two long dresses. One is a strappy two layer concoction in royal blue and black with a little motif. It costs £40. The other is an absolutely simple thin-strapped dress in a dramatic dark blue with a matching stole (ideal for hiding flabby arms). It is perfect, classy and costs £80. I would happily have worn either of them.

Well yes, I might have found all these outfits for myself. There again, far more likely that I would still be wandering round Debenhams in a daze.

The service is made by Ann herself, who has never yet failed to find people just what they want, gets appreciative letters thanking her, but doesn't push customers into buying. "Well, we all get days when we're just not in the mood to go shopping, don't we?" She also promises to tell people if an outfit does not suit them.

"If a mother buys something that's not right, you know as soon as she gets home her daughter, or someone, is going to say so. And she's not going to come back to the store, then, is she? So there's no point in pressurising people."

Ideally, she'd like to build up such a relationship with customers that she will gradually be planning and co-ordinating their wardrobes. "I have the details on file of what they bought and what they bought it for and I hope I can help them plan their clothes shopping.

"It's just lovely to see people so happy with what I've chosen," adds Ann.

* Debenhams Personal Shopper Service is available only in the Sunderland store in this region at the moment. Consultation is for one and a half hours. Covers clothes for men and women as well as gifts. The service is free and you are not pressurised into buying. No minimum budget. To make an appointment with Ann Watson telephone her on 0191-5682 132.