An independent womenswear boutique in Neston has won two major customer experience awards, demonstrating how personal service can help high-street businesses build a following far beyond their own town.
Wardrobe at The Cross won Best Retail Customer Experience and Best Overall Customer Experience at the inaugural North Wales, Chester & Wirral Customer Experience Awards, held at Chester Town Hall on Friday 23rd October 2026. The overall award was the event’s highest accolade, recognising the boutique in a competition open to businesses of every size across multiple sectors.
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Founded in 2023 by Hilary James, Wardrobe at The Cross combines its boutique at 25A High Street with a growing ecommerce business. Its commitment to personal service extends to customers wherever and however they shop, bringing the care and attention of an independent boutique to an online audience across the country.
That approach has helped the business attract well over 300 five-star reviews across Google and Trustpilot combined, with customers recognising the team’s willingness to go the extra mile. For Hilary, the double win offers a positive message about the future of independent retail: a high-street business can remain rooted in its community whilst building relationships with customers far and wide.
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Hilary said: “We’re really blown away by these awards. They reflect the dedication of our whole team, including Sue Byrne and Val Price, who do so much of the day-to-day running of the boutique, and my own daughters, Katy and Elly, aged eighteen and sixteen respectively, who work in the store too. We’re an all-female team, and we share a real dedication to our customers and something of an obsession with bringing great service back.”
She continued: “That care doesn’t stop at the shop door. Whether someone comes to see us in Neston or orders online from the other end of the country, we want them to feel that there are real people looking after them, who care about getting it right. Our reviews mean so much because they tell us that customers notice those extra efforts. For a small independent business to receive this recognition across different industries is quite extraordinary.”
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The awards were established by Rhian Anstey, Director of insight6 North Wales, Chester & The Wirral, and internationally recognised customer experience specialist Ian Golding, in partnership with the UK Customer Experience Awards and Awards International.
Although this was the regional programme’s inaugural year, it was developed in line with the judging framework used by the UK Customer Experience Awards. The assessment process included independent judging and mystery shopping, recognising how businesses deliver their customer experience in practice.
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Regional finalists are also invited to have their entries assessed for the UK Customer Experience Awards, offering an opportunity for local achievement to gain national recognition. The event placed community benefit at its heart. Run on a not-for-profit basis, it committed 100% of profits to Kids Bank, the Chester-based charity supporting children and families across the region.
Alongside its fashion collections, Wardrobe at The Cross offers personal styling and colour analysis, helping women find clothes they feel comfortable and confident wearing. Hilary added: “We believe independent businesses are vital to our high streets and communities. This is a lovely recognition of what a small, dedicated team can achieve by putting people first, both in the boutique and online.”
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Wardrobe At The Cross’ incredible double award success is particularly triumphant for local, independent businesses, as the boutique came up against some big multi-site brands in the respective categories. After a gruelling mystery shopping and judging process, the market town gem has proven yet again that exceptional customer service is key to success for high street businesses.
Wardrobe At The Cross / 25a High Street, Neston, CH64 9TZ / 07786856886
TO VIEW THE RANGE AND ONLINE SHOP VISIT THE WEBSITE
