Annalize Selon is no stranger to wedding nerves. Occasionally they keep her up at night. However, it is not her own anxiety that gives her sleepless nights but that of the customers at her bridal boutique. In the run-up to their big day it is not unusual for her to keep the shop open through the night to deal with last-minute fittings.

Ms Selon, the manager of Morgan-Davies in Islington, north London, says it is such high levels of service that give independent retailers an edge over larger, lower-priced competitors such as Marks and Spencer.