Russell, who switched from Not Just Travel to Wanderluxe during the pandemic, opened the doors to her new premises on Friday (28 August) after a month's hard work turning the former waffle shop in her Staffordshire hometown of Eccleshall into a "travel boutique".
Russell said the decision to open a shop, her first foray into retail travel, was driven partly by a desire to attract higher-value bookings, which she felt had been harder to reach as a homeworker.
"I think that when you've got a shopfront, you get a lot more credibility," she said. "I've grown to a point now where I want to crack some of those bigger bookings."
