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The Caramel Team

Meet the Caramel Team

We are a small close team who love our jobs! 

We all appreciate that helping customers look and feel good is the most uplifting thing we can do. We love to listen and to chat and get to get to know our customers who have become friends over the years. 

Our aim is to make you feel good after visiting us - even if you are browsing. 

We offer a personal shopping experience as standard - no appointment needed. Allow us to help you find your perfect outfit or gift, perhaps introducing you to something new but staying true to your style. 

Come and let us show you some good old fashioned service delivered by a team with personality and passion for what we do.


Sarah Simcock

Sarah Simcock - Owner

Sarah is the founder and owner of Caramel. Already an experienced retailer having worked for many high street businesses; Sarah decided to start her own business in 2005. The Caramel boutique was an instant hit with locals and visitors to East Devon, the shop expanded and opened a second store in Exmouth; followed by a website in 2010.

Sarah travels extensively, sourcing her stock from the UK and Europe to create a unique collection of affordable, stylish, casual fashion for women of all ages. The seasonal collections are updated weekly and always prove popular with the locals and online shoppers.

Sarah loves being on the shop floor, chatting to customers and working along side her experienced team; offering style advice and making customers look and feel great.

When not in the shop or office, Sarah loves spending time with her family and going for long walks on Exmouth beach with Rufus the Caramel Cockerpoo and her husband and children.

Michelle Beynon - Senior Style Advisor

Michelle joined Caramel in 2010 after closing her hair salon where she loved styling hair and making people look fab, so the transition to fashion retail was easy.

Michelle has a great sense of style and has always loved fashion. She loves making customers feel great in their clothes and helping them try new styles.  

Michelle is Sarah’s right hand person, often accompanying her on buying trips and helping select the collection.  She is totally indispensable!

When not working, Michelle loves playing with her grand children and spending time with her husband and family.

Angie Bird- Style Advisor

Angie joined Caramel in 2012. She has many years of fashion retail experience working in local boutiques as well as in hairdressing.

Angie is a great stylist who is brilliant at selecting clothes for customers which are perfect, helping them create a style they are comfortable with while pushing their boundaries a little.

Angie loves spending time with her husband, grandson and grown up children.

Laura Green- Style Advisor

Laura joined Caramel in 2019 and came thoroughly recommended by her mum Michelle!

Laura loves helping customers find a new look and has inherited her mum’s amazing sense of style. We are so grateful that Laura is a willing model, often featuring in our styling shots on social media and looking fab.

When not working Laura loves spending time with her two young boys who keep her very busy as well as crafting and being creative at home.