BLENDING years of heritage with new customers is all part of the balancing act for Essex businesses that have been trading since the turn of the century.

To celebrate Small Business Saturday this weekend, two of Essex’s most well-established businesses are opening their doors with a few offers to tempt shoppers.

Ladies’ clothes store N Shelley began life in Billericay High Street in 1924, when Nora Shelley opened up the sitting room of the family home to set up her millinery and haberdashery.

Ninety years on, Nora’s great niece Sarah Millet is still ringing the tills.

“We talk a lot about the reason we have had such longevity and it’s down to the fact we have stayed true to the original values,”

explains Mrs Millet.

“The accessories and style have changed to stay fresh and modern but we haven’t changed our approach to service and that’s what the customer comes back for.”

The store prides itself on customer service and relationships that have been built up over generations.

Mrs Millet said: “It’s not about a rushed busy high street experience, it’s about a team understanding a customer and knowing their wardrobe, their lifestyle and being able to make recommendations and getting to know them. It is what keeps the customer coming back.

“We are a local business. Lots of the team live in Billericay and have worked here for 20 years and have built up a personal relationship with the customer.”

With 90 years of successful business behind them, NShelley plans to go from strength to strength.

Mrs Millet said: “For the future, it’s about continuing to deliver a service that appeals to a fresh audience while maintaining a dedication to the heritage and customers who have been coming in for generations.”

To mark Small Business Saturday, N Shelley in partnership with American Express, is offering its American Express customers a £5 statement credit when they spend £10 until Sunday December 21.

The delicate balancing act of old and new is known all too well by Nigel Havens, m a n a g i n g director of We s t c l i f f department store Havens.

Established in 1901 as a s p e c i a l i s t retailer of china tableware, crystal glass and as a gift shop, today the business has expanded to beauty, perfume, cosmetics, jewellery and home ornaments as well as branching out with its website.

Mr Havens, said: “It’s all about change. We are more than 100 years old and we have embraced technology. It’s a key part of our business.

“The store is still very important, what makes the difference is the service we provide and our product knowledge.

“Our prices are competitive, and we have got prices that match the ones online.

“It’s about engaging people. We have a unique store architecturally and there is no other store like it in the country in terms of the design and the portfolio of products we have.

“We have products to cater for everyone and every budget from stationery to perfume to cosmetics, jewellery and games.”

Havens has numerous offers and promotions to mark Small Business Saturday as well as free gift wrapping and mince pies.

SMALL independent businesses define the changing face of the British high street and leading businesses pride themselves on expert customer service.

Established in 1976, Danceland at Dalby’s in Westcliff has long been the go to place for aspiring dancers in the county, and director Karen Dalmafi says it relies on its customers returning time and time again.

Mrs Dalmafi said: “People should support small businesses, without us high streets all over would look the same. With a small business there is a uniqueness and I believe we offer that. As a business owner and customer I love going into smaller shops – there’s always something original and quirky.”

The store prides itself on its service and product knowledge.

Mrs Dalmafi said: “We get a lot of ages in the shop from little ones to pensioners coming on for their ballroom shoes. It’s good to support tradition and one to one personal service.

“We have the website too, but in store we have good stock and we offer brilliant product knowledge as a lot of the staff used to dance so they know their stuff.”

Nigel Havens, managing director of Havens department store, echoes Mrs Dalmafi’s sentiments.

He said: “People need to use these local businesses, not just ours, because otherwise they are going to lose them.”

Sarah Millet, owner of N Shelley in Billericay, says smaller stores offer a service the national chains often struggle to pull off.

She said: “The big national stores do try, they know the customer wants a personal service but when it comes down to delivering it, it doesn’t always happen.”