Local recognition…
Sue Ross, Cream Fashions

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 everchanging 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 Occasion wear, 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.