A new specialist prom gown shop is set to show Norwich that it's "not just a dress".

Owner Megan Beckett took over Party & Prom - a dress boutique that promotes a stress-free buying experience -two years ago.

But now the 35-year-old is gearing up to launch a new and improved shop in Willow House in Long Stratton on October 26.

Megan Beckett is the owner of Party & Prom (Image: Party & Prom) "The more I got into it the more I realised that these teens needed more support," said the 35-year-old. "Getting a dress is an intimate process."

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The boutique prides itself on being a private space where customers can enjoy themselves without feeling pressured by pushy sales assistants.

"I wanted to create a safe space where girls felt safe and could be themselves. I didn't want it to feel like a factory," she added.

The store will feature a runway themed with faux grass and flowers for customers to walk down and show off their perfect-fitting finds.

The boutique will boast a photo collage of happy customers (Image: Party & Prom) "People have this misconception about spending hundreds when they buy a dress and it being something stressful. But we can normally find a dream dress within your budget."

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Megan is even working with local schools to organise subsidised dresses for those who qualify for free school meals.

"It's not just a dress," Megan stressed. "The feeling it gives you changes your demeanour and makes you feel good."

The boutique plans to host a dress colour and shape specialist and offer biscuits, balloons and plenty of discounts come opening day on October 26.