Clinic stays a step ahead of rivals

Instep, on Crackenedge Lane, has been pummelling and polishing feet since Debra Brown set up the business in 1989.

Mrs Brown, 51, put the business’ success down to the friendly and approachable service she and staff gave to customers.

She said: “We don’t have a very clinical approach - we’re not as intimidating as other chiropodists.

“People might be frightened to come at first but once they’ve been they’re no longer scared.”

Mrs Brown started the business while pregnant with her daughter, Sophie, and left her job as an NHS chiropodist so she could better control her working hours.

“When I first began it was difficult,” she said. “As my children have become less dependent my business has grown.”

Although other shops and businesses in the town centre have come and gone since Instep began trading, Mrs Brown said business has grown steadily,and that the unique service Instep offers is what the town needs - something big supermarkets and shopping centres could not provide.

She said: “When the recession hit we did see a decline. Like everyone we have ups and downs but we have reached a plateau.

“Businesses need to think about what they are offering and if it’s needed.

“Location is important, but being in the town centre is not as important now as the town is dying.”

Mrs Brown launched the shop’s first website earlier this month.