THE owner of an iconic Northwich business is celebrating 50 years in ‘Aladdin’s cave’ this month.

Pauline Little,79 from Northwich, is celebrating the landmark birthday of her business, LJ Little Dancewear and she spoke to the Guardian about the business.

Pauline said: “It was a different business when I started. It was mostly menswear and school uniforms.

“We did specialise in school uniforms as well as the dancewear and gymnastic clothes until about five years ago. Changes in rules and most schools wanting to sell their own uniforms meant we had to change.”

Pauline has specialised in dancewear for 32 years and it is what now brings in most of her customers.

Pauline said: “Loads of customers originally came to us for their school uniforms but now some of them are bringing their grandchildren in for the dancewear and ball room shoes.

“People still come in and say that the shop is like Aladdin’s cave.”

Pauline is still attracting new customers from around the North West.

She said: “I get customers from Runcorn, Widnes and North Wales for the ballroom shoes.

“There are not many specialist shops like it anymore due to how expensive the rent can be for a shop like this.

Pauline still manages to run the business whilst keeping an active social life.

She said: “I still go out, I go to the cinema, the theatre and the ballet. I do not want to spend all of my time sat in a chair I want to get out and do things.

“I wake up at 7.30am and do what I need to do before opening the shop at 9.30am. I still enjoy it and that is the most important thing."

Pauline’s family help with the shop and run the social media page.

Pauline said: “My youngest has been in today to put balloons in the shop window and a banner across the bannister.

“My family do not want the business to end but I do not know if they would take it over but it’s early days.

“The Queen has not retired yet so why should I?”