Entrepreneur Carly Reed has chosen Brighton for the launch of a new concept in jewellery shops.

Carly, who has been in the jewellery business since 1976, said Icon will put the 'wow' factor into shopping for accessories.

No stranger to the world of retail, Carly started off with a concession for jewellery at Top Shop and now supplies clothes stores including Dorothy Perkins and Evans with their own branding.

Later this month, jewellery and accessories from the Brighton-based company will be available in BHS stores across the country.

As she prepared for the opening of the first Icon store in Nile Street, Brighton, she said the whole experience had been nerve-racking.

"The opening of the store has happened as we moved the company headquarters from Lewes to Brighton.

"I've hardly had a moment to spare but I'm doing my best to keep calm and to enjoy the whole experience.

"I have always loved jewellery and having my own jewellery business is a dream."

And when it comes to employing staff, Carly is what many people would call a dream boss.

At the new offices and warehouse on the outskirts of Brighton, she plans to include a gym, sunbed rooms, have a visiting hairdresser and beautician, introduce a laundry and dry-cleaning service and set up an Icon cafe.

To coincide with the launch, Icon has produced its own video magazine featuring Carly and members of the Icon team.

Carly said: "No expense has been spared in setting up the store.

"You only get one chance and if you get it wrong, you can blow it.

"Icon is going to be big. Just watch us grow. It will a name everyone will recognise."

Chris Onslow, the man behind the look of the Icon store, was initially engaged for two days as a branding expert. He liked what he saw and is now a director of the firm.

He said: "What we have introduced in Brighton is unheard of in retailing accessories.

"The spaciousness, the look, the displays and the expertise are what people would associate with the major fashion houses.

"We carried out research and put into practice what customers have suggested. We wanted to make Icon a shopping experience."

The shop includes changing rooms to allow customers to choose the accessories to go with different outfits and dressing tables with mirrors where whole ranges of accessories can be tried on.

"Nothing has been overlooked," said Chris.

"We have even provided somewhere customers can put their handbags as they try on different accessories and somewhere for their partners to wait without feeling awkward."

Joining Icon to manage the first shop is Lynne Shields, a former Body Shop International manager of the year.