Simply Devine

After all, her venture Simply Devine was a dream that only came to fruition once she retired, aged 60, from being a postwoman.

But she knows she is good enough to be an inspiration to other women of a certain age - hence her entry in the Retailer Of The Year and Women In Enterprise categories of The Press Business Of The Year 2007.

How did it all happen?

Her daughter, Liz, gave her the chance to occupy her newly-developed property in York Road and Joy made that dream come true And suddenly, as Ascot came to York, she was able to take advantage of all her leisure time learning about the art of millinery from Peter Kingston Youel, who taught at Leeds College of Art.

Armed with the growth spurt that Ascot afforded as well as help from the York & Selby Business Advice Centre, she was in a position to stop her own timeconsuming hat making and concentrate on collections from top London designers, including Peter Bettley, Nigel Rayment, Whiteleys and MyHat.

Joy has also branched out into jewellery, sourced from all over Europe and as far afield as Nepal, and with a comprehensive website reached out to the heads of people all over the world, including the rich and famous.

One hat was even sent to pop diva Christina Aguilera in California - headgear that the star wore on her most recent tour.

Joy said: "The business is stimulating. There's always something going on. We've hosted fashion shows with a number of fashion houses for various charities, held customers' shopping evenings, and we are members of Forward Ladies who genuinely inspire women in professional life."

Her customers range from ladies who visit to buy a small piece of jewellery, handbag or upmarket greetings card, "to ladies who purchase couture hats and are catching helicopters to world class racing venues."

The shop also has a male following.

Joy said: "As well as getting their purchases gift wrapped for a loved one, they receive personal assistance from a mature retailer who has an understanding of what women want!"