IT may be tucked away in the heart of Port Talbot — but a boutique has been put in the spotlight by the ultimate high fashion magazine.
Lunacy, based in Taibach, has been named among Vogue's top 100 shops outside of London — the only Welsh store to make it on to the prestigious list.
The magazine praises the Commercial Road boutique — an Aladdin's cave for fashionistas — as a shop that "exists for the love of fashion", placing it at number 71 in its UK-wide rundown.
The store is run by sisters Rebecca Bogue and Emma Hanford and next month they will mark nine years since they opened to the public.
Rebecca set up the store in 2003 before mum-of-two Emma, of Neath, bought into the business in October 2007.
"We are over the moon," said Rebecca, who lives above the store.
"It is a fantastic achievement and to find out we are the only one in Wales to be listed we are really pleased.
"They emailed us to say they were going to include us and asked us to send them some pictures.
"We have also been featured in the October edition of Glamour magazine.
"We don't know how they heard about us.
"We were one of the 25 hottest retail spots. There were eight from London, and we were the only one from Wales."
Rebecca, 33, said it had been down to their passion that they had had the drive to work extra hard over the years to become a well thought of and popular shop among all ages in Port Talbot.
"The shop is very eye-catching — people don't expect it to be where it's situated," she said.
"They say we should be in London or somewhere.
"It has taken years for us to develop our client base.
"You are only as good as your stock, so it is a continual thing.
"We have an eclectic mix of things, so we have lots of different customers.
"We buy items we love. It is a passion for us.
"We love what we do and we just want to continue what we are doing."
The shop was first based at Royal Buildings down the road, nearer to the town centre.
"We first rented at Royal Buildings," she said.
"But when they decided to turn it into flats we had to relocate.
"So we moved a bit further into Taibach in November 2010.
"We didn't want to go too far. It was important for us to stay quite close as we had worked hard developing a client base."
The sisters are holding their annual charity fashion show tomorrow
This year's event is called Elementastic and will be held tomorrow at The Towers Hotel, Jersey Marine, Swansea, starting at 7pm.
"The theme is based on the elements of the zodiac," said Rebecca. "We hope it is going to be our biggest show yet."
Tickets cost £16 and include a £10 voucher for Lunacy, and can be bought on the door.
Alternatively they are available from the shop up until 5pm tomorrow or by calling 01639 895 735.