A family-run dress shop is the latest business in Cannock to fold during the recession – following less than 12 months of trading in the town.

Karen Peake launched Athena Gowns with her daughter Joanne Davis and daughter-in-law Hel-en Peake last August.

“I had been going to a lot of charity balls and I had struggled to find an outfit in Cannock, said Mrs Peake, aged 54, from Shoal Hill.

“So I decided, along with my daughter and daughter-in-law, to have a go at running our own shop, and we did quite well to start with.”

Specialising in evening wear and fancy frocks for special occasions like proms and balls, the trio had plenty of interest after opening their doors last year.

But as women tightened their belts in the credit crunch the fledgling store in Queens Square quickly began to see falling sales, and after a closing sale at the weekend Athena Gowns has now become the latest in a string of vacant units in Cannock town centre.

Mrs Peake said: “Our dresses weren’t outrageously expensive, but they’re still a luxury buy I suppose.

“I think these days most ladies who have a big event coming up will find something that’s already in their wardrobe rather than splashing out on a new dress.”

Sales had picked up in the prom season but not enough to save the shop.