Paula keeps her business edge

You have all seen it, that studio on the edge of the fountain on the corner of Victoria Ave and Ridgway St, that offers beauty and serenity.
It stands proud as a cornerstone of Wanganui business, but who is the owner?
Paula Wade is the owner of The Edge Beauty Studio and being on the edge of trends is what has kept her successful in business.
Ms Wade is one of only a few women in the Wanganui Chamber of Commerce, she is on the chamber's executive committee, is on the committee for the Wanganui Business Awards and is also on the promotions and 'Ave Style committee with Mainstreet Wanganui.
She has shown how a "can do" attitude can create a vibrant business.
She was raised in the South Island town of Lyttleton and after a couple of years in Australia she moved to Wanganui, which is something she has had no regrets about.
"It's a great town and region to live and work in," she said.
"Although opening a beauty studio would not be everyone's choice, I am glad it has been mine. I love being able to make clients feel special and more confident within themselves. It's a very rewarding career.
"When I started, I saw a need in the market for what I do, and it has taken off," she said.
Two years ago Ms Wade saw there was a need for specialty lingerie in Wanganui.
"I have never regretted a bit about getting into that market. I just love it. I'm trained in fittings, which is very helpful to clients.
"Many girls are wearing the wrong size and don't realise it until they have a fitting," Ms Wade said.
She has never been afraid to try new things and will continue to develop her business as Wanganui expands.
Ms Wade has been in business for 14 years and has watched the city grow and change with the times.
She has developed a loyal customer base that is there just as much for the service, as the product.
"I only have the best products in my store and I prefer quality over quantity," she said.
Ms Wade said dedication, hard work, great service, good location, brilliant staff and treating your clients like jewels had contributed to the success of her business. She knows how to market her products. No one would be able to forget the model fashion shows she has put on as part of the 'Ave Style's fashion parade in 2002, 2003 and 2004.
"The models will be back for 'Ave Style 2005, so hold your breathe," she said.