A Grantham boutique store has staged the exclusive launch of a new luxury fashion brand.

Independent local retailer Kays of Grantham, in Westgate, celebrated its partnership with Lincolnshire's SqWears Couture to officially unveil the label's Diffusion Range.

The event welcomed Grantham dignitaries, customers, local business owners and town Mayor, Cllr. Lynda Coutts, who all expressed their interest in the brand and were keen to see feedback from local residents.

Kay Armitage, Owner of Kays of Grantham said: "It was a fantastic evening and the response from those who attended has been positive and this new silhouette of fashion has been described as a breath of fresh air.

"The response on social media has been overwhelming too and I look forward to seeing those who couldn't make the official launch soon.

Sara Bird, SqWears Couture founder and CEO said: "It gave me great pleasure to introduce the collection to Kays of Grantham.

"Kay's clientele has responded incredibly well to the SqWears label and they have connected with the concept of the brand; affordable luxury for women regardless of their shape or size.

"I'm a true believer of shopping locally so, to provide women good quality clothing right on their doorstep is a no brainer for SqWears Couture.

"I'd like to take this opportunity to thank Kays of Grantham for hosting a brilliant launch event. The evening was a fantastic way to gather like-minded individuals together whilst celebrating Grantham's independent retailers."

SqWears Couture exports to the overseas market whilst also supporting a presence on the Great British High Street.

The introduction of the new brand enables further choice for customers in and around Grantham.

Picture caption: Kay Armitage, Clllr. Lynda Coutts and Sara Bird celebrate the SqWears Couture launch.