A Hove ‘institution’ has stunned shoppers with its annual Christmas display on the first weekend of December.

Every year, Velvet in Church Road celebrates the festive season with a glittering display. The eye-catching window has captivated passersby and customers alike for the last 15 years.

With over 1,000 decorations in the window alone, shop owner and manager Emma Draper says the shopfront represents her as a person. “Glitter, sequins, Christmas! It’s great.”

The Argus: Emma Draper says the display has expanded and grown over the yearsEmma Draper says the display has expanded and grown over the years (Image: NQ Staff)

She said: “We have a reputation across Sussex but people travel from London to see the decorations. And buy them.

“We probably sell 20,000 baubles in December, so it’s a big thing for us.”

The window display alone takes three days to complete with a team of four.

Emma said “The buying and planning takes most of the year, to be honest. It’s a constant project.
“I’m starting work on next Christmas now.”

The team flies out to the Netherlands each year to visit suppliers and explore Christmas celebrations in the country.

“I think they do Christmas really well. I don’t know what it is about the Dutch but I’m all over it. 

“It’s a very Dutch Christmas here.”

The Argus: Before moving to Hove 15 years ago, Velvet had a shop in the North Laine in BrightonBefore moving to Hove 15 years ago, Velvet had a shop in the North Laine in Brighton (Image: NQ Staff)

Emma feels her shop is a quintessential part of Christmas in Hove. Passersby were stopping to take a closer look at the elaborate display, which in turn brings customers into the shop.

She said: “It’s really lovely because a lot of people in Hove say Christmas starts when my windows go in.

“This is the big weekend for people buying a lot of decorations and putting their Christmas trees up.

She said she would “stake her life” on some houses having decorations solely from her shop.

“It’s amazing that we’ve become a Hove institution.”

The Argus: One passerby said the Every time you pass the window you can't help but stop and lookOne passerby said the Every time you pass the window you can't help but stop and look (Image: NQ Staff)

It was clear that Emma prides herself on quality yet good value Christmas decorations and presents. 

“People like what we sell, and we make sure it’s good prices as well.”
 

You can visit the shop online at https://www.velvetstore.co.uk/ or by visiting their store on Church Road in Hove.