A long-running Hamilton boutique is to close its doors for good at the end of the month.

Guilty Pleasures in Washington Mall is to call it a day after rising overheads and the economic slump took its toll on the business.

Owner Jamela Daniels, and experienced retailer who has run the store for five years, said: “It’s been good up until, I would say, the last year and a half.

“I just noticed a downturn in the amount of foot traffic that comes through this space.”

And she added the seasonal nature of fashion retailing made it difficult to function.

Ms Daniels said: “It’s really hard to run a business where it’s not consistent. To do this consistently and be profitable is tough to do in Bermuda.”

Ms Daniels said the shop, on Washington Lane, would close for good at the end of this month, with everything in stock on sale.

She added: “It’s mainly the downturn in business — a lot of our customers have moved to England, which has impacted us quite a bit.”

And she said: “This Christmas has been a lot slower than it was in previous years. With all of that, the bills don’t change.”

But Ms Daniels said she would continue to offer some products, like the Proactiv and Xout acne treatment ranges, detox and diet product Fit Tea, cosmetics and waist trainers would be available at her online store, which launched last month.

Ms Daniels said: “Once we close, these items will be available online and I can deliver everything. We will probably still do clothes, but it will be seasonal.

“We have a great fanbase on our Facebook page and Instagram page and we have products that aren’t sold elsewhere, so we’ve decided to keep that going.”

She added: “One of the main problems I found is anyone can have a business. We’re now competing with a lot of Instagram businesses, people selling out of their homes.

“These people pay the same duty rates as people who are paying payroll tax and have an overhead.

“If government looked at businesses which do pay payroll tax and give them a reduction on duty rates, that would help.

“I pay 6.5 per cent to bring in clothing. Someone selling out of their home is paying the same, but doesn’t have overheads.

“You can’t be competitive with anyone who doesn’t have any additional expenses.”

Ms Daniels said that small business internet cost $200 a month, where domestic internet could cost less than a quarter of that figure.

She added: “There are a lot of external factors — people just don’t have the disposable cash to buy things, which has also impacted us.”

Ms Daniels said: “I want to say I’m sad because I know there is quite a lot of opportunity there — I just have to adjust with what I’m going to do.

“Whether it’s online or find a new location, I don’t know yet.”

The website can be found at guiltypleasuresbermuda.bigcartel.com and Ms Daniels can also be contacted on 703-3338.