Getting down to Earth

IT was the character of St Ives town centre that attracted the town s latest clothes shop, beating off competition from dozens of similar-sized towns in neighbouring counties. Steve Hinde, who opened The Earth Collection in White Hart Court with his swimw

IT was the character of St Ives town centre that attracted the town's latest clothes shop, beating off competition from dozens of similar-sized towns in neighbouring counties.

Steve Hinde, who opened The Earth Collection in White Hart Court with his swimwear designer wife, Jan, in the summer, said: "We were looking for suitable premises in various places within a radius of 50 miles of our home in Higham Ferrers. We visited St Ives and decided that it was ideal, with a good selection of independent retailers and not the depressing cloning that happens elsewhere.

"We opened in May and have been very pleased with the response so far."

Clothing retail may seem an unusual second career after q quarter of a century in the tyre industry, but Steve added: "We first saw an Earth Collection shop in Falmouth last year. We were looking for something to do together as a business and were impressed by the clothes (and the prices), and the environmentally friendly nature of the range was attractive."

CONTACT: The Earth Collection is at 11 White Hart Court, St Ives. Tel: 01480 497711, E-mail tec-stives_cam@tiscali.co.uk