The couple behind one of Kent's biggest independent fashion retailers say they've been left no choice but to close their town centre shop following a drastic drop in trade.

Jane and Ian Watts - who run Jane's Boutique in Ashford's Park Mall - say just 5% of their business now comes from face-to-face customers.

They blame a number of factors, including the impact of the Covid pandemic, a lack of footfall in the town centre, and the condition of the council-owned shopping centre.

They say they can no longer justify paying about £40,000 in rent and rates so have decided to close and go online-only after seven years in the town.

"We were doing really well up until Covid hit, to the point where we were going to open another shop," Mrs Watts explained.

"But then Covid happened and people got used to shopping online, and since we’ve opened up again it has just gone downhill.

"In Park Mall the car park has been closed, and the other car park then shut down because of the lifts breaking.

"There are a few people wandering about the town, but you just don't get people in Park Mall any more."

The couple say it "makes sense" to move the women's fashion business to online-only as the internet brings in 95% of their trade.

They also claim the state of the shopping centre has deteriorated, impacting footfall in the area.

"We’re paying all this money in rent and rates for the shop and just not getting any help with service charges, rent, or anything," said Mrs Watts.

"The centre itself has gone downhill. I wouldn’t want to come shopping here any more. It's dirty, it's unkempt, it looks like it's going to come down.

"The cleaners do a fabulous job but they can only do so much."

The shop's last day will be on September 3, but Mrs Watts says if all the stock sells, she may pack up sooner.

From then they will move to a new unit in Hastingleigh, which will house stock for the online business.

While the move marks the end of an era, the couple say it is also the start of the business's next chapter.

They are looking to introduce new ranges in smaller sizes and have even hired a new member of staff to manage Instagram and TikTok accounts.

"It's a shame because there are other people who do like to come in and feel the products, but that’s not going to keep us open unfortunately," said Mrs Watts.

"We would like to give our heartfelt thank you to everyone that has supported us up to now and we look forward to you joining us as we move on to our next chapter."

A spokeswoman for Ashford Borough Council says the needs of individual tenants in Park Mall are reviewed by the authority.

She added: "The council has worked with Jane during the exceptionally difficult period of the pandemic and resulting lockdowns.

"The retail market has changed considerably over the last few years and all retailers are having to adapt to challenging times.

"The council has given significant support to all tenants of Park Mall over the years, including Jane’s Boutique.

"However, it appears that the business is now taking a different direction and we understand will be leaving Park Mall in the near future.

"The council wish Jane every success in her new online shop venture.

"Park Mall continues to be a space full of creative and unique businesses and services that the council is proud to support alongside the community.

"The council is currently in talks with at least one prospective tenant for Park Mall and is open to discussions with other new creative and independent businesses that may wish to open units within the mall."

The Park Mall car park closed suddenly last year after operators NCP decided to shut the site.

The council then took it over and reopened the bottom floor in July, providing limited spaces.

The multi-storey car park next door in Edinburgh Road then closed the same month after parts of the ceiling fell down and the lifts failed a safety inspection.

Traders have shared their frustration about the impact this has had on shopping centre footfall.