This month, we are continuing with our “Local Recognition” feature, and were delighted when Royston First wished to recognise Sue Ross from Cream.
Sue was recently awarded the Lifetime Achievement Award at the Royston First Business Awards 2024, and here’s why.
Tell us why Sue was nominated for, and subsequently won, the Lifetime Achievement Award at the Royston First Business Awards
We were lucky enough to receive some fabulous nominations for the Lifetime Achievement Award, which is testament to the dedication of the people working here in Royston. Sue stood out because she not only works within the business but owns and runs it too, and we particularly wanted to recognise what it means to be a business owner.
Small business owners need to be endlessly tenacious, never really switching off from their day to day, continually focused on the viability and growth of their business, and willing to take a level risk that you just don’t get with being employed.
What made Sue stand out from the other nominees?
Sue embodies what it means to run a small business successfully. Since starting the business in 1975, some 50 years ago, the face of retail has changed significantly, and it continues to be a challenging environment, but Cream’s longevity shows Sue’s willingness to adapt to ever-changing times.
Sue invests heavily in both print and social media, promoting her business to drive footfall into Cream, which brings new people into Royston town centre.
It’s become a destination store for Occasionwear, including Mother of the Bride and Groom outfits, day and cruise wear, and accessories such as hats, fascinators, shoes, bags and lingerie.
The industry itself is fairly specialist, and due to Sue’s understanding of the importance of marketing her business both locally and to the wider region, customers travel from far and wide to Cream.
Once there, they can expect dedicated time and attention from Sue and her team, to help them find their perfect outfit. There’s a huge pressure to find the right outfit for a big occasion, such as your son or daughter’s wedding, and Sue has an instinct (built up over years of experience) of what style will work for different people, shapes and sizes. And if the outfit doesn’t quite fit properly? Sue is a master seamstress, and will undertake outfit alterations.
Of course, this level of service means some appointments can take a number of hours, and customers may have to return to collect their altered items. This encourages customers to stay and find somewhere to eat in Royston, and visit other shops on their return visit.
Is there anything else you would like to add?
Sue has demonstrated strong business acumen. Her sister store across the road, Occasions for Less, launched in 2017 and offers end of season outfits at discounted prices. Her businesses boost our local economy in a considerable way, from employing local people to raising awareness of Royston in the wider region and giving new people a reason to visit, and once here, encouraging visitors to stay in Royston and shop locally.
Overall, we were delighted to award Sue Ross the Lifetime Achievement Award, and give her Local Recognition, and we wish her and her businesses continued success!
Cream, John Street, Royston SG8 9BE
Tel: 01763 244073 or 07813 086331
Email: info@creamfashions.com
Web: creamfashions.com
Follow @creamofroyston on FB & Insta
Keep an eye out for the Royston First Business Awards 2025 which take place on Thursday 18th September – Royston First will be announcing more details this summer
If you would like to recognise someone who you believe is deserving of Local Recognition, please email us hello@thelistingmagazine.co.uk
