A SHOP has changed its name to mirror the goods it sells. The Earth Collection shop in St Peter Port, owned by Hazel and Steve Mauger, is now called Natural Wave.

Mr Mauger said that the name had to change because his main supplier, Earth Collection, was unhappy about other labels being sold on the same premises.

‘We were looking for a name that reflects the natural things we sell as well as encompassing the shop’s beachwear theme and Natural Wave fits those criteria,’ he said.

When the couple opened the shop three years ago, it sold only Earth Collection products, but its clothing became very popular and they had to bring in goods from other suppliers.

The shop offers casual day wear for women including skirts, shirts and trousers, all made from natural fibres such as cotton, hemp and silk.

It now also sells shell necklaces, bags and earrings provided by various UK suppliers.

Mr Mauger said the name change was important because they wanted to buy from other suppliers but that he doesn’t believe it will affect the business negatively.

‘It’s a double-edged sword really. The new name is unknown, whereas Earth Collection was well known.

‘But we are very positive about having the freedom to sell other suppliers’ products which we didnot have before,’ he said.

The couple started the business from home in 1998 making and selling towelling wraps under the Rara label.

Mrs Mauger said that opening their own business was something they had always wanted to do and when they started selling the wraps, it grew from there.

‘Over the years the wraps have gone from strength to strength, but we needed something else to sell as well, so we decided on the Earth Collection.

‘After the first year we found that we needed to expand our product range because the natural material was so popular and people wanted greater availability,’ she said.

With the continuing success of the Rara wraps, the couple now offer an online service and have started advertising in Jersey.