The owner of an award-winning bridal shop in Norwich city centre is "elevating" the business next year by relocating to a larger premises.

Pure Brides first opened in St Benedicts Street in 2005 and then upscaled and moved to Lower Goat Lane, at the heart of the Norwich Lanes, in 2012.

Now after a hugely successful decade there, owner Anna Hare, 53, is moving the shop, which now incorporates Pure Suit Hire, to the former Maplin electronics store in Castle Meadow. 

Norwich Evening News: Anna Hare first opened Pure Brides in Lower Goat Lane in 2005. Anna Hare first opened Pure Brides in Lower Goat Lane in 2005. (Image: Pure)

Work started in September and the new Pure will open in February 2023, spread over two floors with the bridal area on the ground floor and menswear with suits available to hire on the top floor.

Ms Hare has also applied for an alcohol license so she can offer cocktail appointments and she wants to create a bar seating area where brides, grooms and loved ones can unwind. 

Norwich Evening News: Pure is relocating to Castle House on Castle Meadow. Pure is relocating to Castle House on Castle Meadow. (Image: Pure)

She said: "The intention had been to push forward in 2020 and take the business to the next level, but Covid had other ideas.

"Our menswear has grown exponentially and we desperately need the space to offer men the same experience as our brides and to serve more wedding parties for gents. 

"I am really excited and it is all starting to come together - it is going to be incredible to really elevate Pure in the new year." 

Norwich Evening News: Anna Hare with the team at Pure Brides. Anna Hare with the team at Pure Brides. (Image: Supplied by Pure Brides)

Before opening the first shop in 2005, Ms Hare worked for BT but had taken redundancy to focus on building her house.

Soon after she got married, but did not have a good experience shopping for a wedding dress.

She then decided to launch her own bridal shop, utilising her customer service background, and she sources wedding dresses from around the world. 

Norwich Evening News: Work is currently underway at Castle House in Castle Meadow, previously Maplin electronics. Work is currently underway at Castle House in Castle Meadow, previously Maplin electronics. (Image: Pure)

Brides travel from all over the country to visit the shop and Pure is once again in the finals for The Wedding Industry Awards 2023 in the England Bridal Retailer of the Year category.

Pure won the award in 2022, with next year's winner to be announced in January. 

Ms Hare added: "For me, it is about always putting the customer first in every decision we make."