Since 'Rosie' the mannequin has been outside the Abbeygate Street store, to show shoppers how their clothes look on 'real size' women, the shop has seen a big rise in takings, bucking the current downturn in business on the High Street.

Anne-Marie Jacob, manager of the Danish-owned franchise, is passionate about making people realise they don't have to be young, thin or rich to look good in Noa Noa clothes.

"Classic fashion models are lovely, but we want to reach real women," she said.

"Rosie has brought people into our shop who were, previously, simply walking past because they thought we were very expensive and carried only the smaller sizes.

"That just isn't true. Some of our styles carry an XXL tag and that's equivalent to a size 18."

Some people have reacted badly to Rosie, too.

"One or two have said they really dislike her, that they want to see the 'skinny minnys' promoting fashion," said Anne-Marie.

"But I am adamant. She stays and she proves a serious fashion point – you don't have to be size six or eight to look good in fashionable clothes."

With takings on the up, Rosie appears to be making another point – don't judge a book by its cover, look closer and you could be pleasantly surprised.

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