BELLE VUE shopkeepers this week paid tribute to colleague Annie Hofton, still missing and now presumed dead in Thailand.
Lin Tombs, of Forget me Not flowers, said: "Annie was beautiful, with a lovely smile and a wonderful sense of humour. Everyone in Belle Vue will miss her."
Pat Cound, of Severn Office Systems, said: "It's tragic. We're all absolutely heartbroken."
Adrian Ward, of Robson Ward kitchens, said that Annie used to humour him with a mocking fist as he kept his wife from going into Tizzies when they walked past.
"We have known Annie for many years," he said. "On a personal level it's terrible and on a professional level it's awful because she was as expert in her field. She could remember what you'd bought for the last five years. That takes a real skill and I can't see anyone having the depth of knowledge that can replace her."
Ellen Cronin, of Malvern Curtains, who knew Annie for 13 years, said: "She was a lovely lady."
Robin Elt, chairman of Great Malvern Association of Trade, said: "Annie was not only one of Malvern's great retail characters but one of the town's longest-running retail success stories.
"Totally charming, witty and effervescent, she was also an extremely shrewd buyer and an extremely shrewd ambassador for retail excellence in Malvern.
"She will be sorely missed. All the traders' thoughts and prayers go not only to the boys, but also the loyal staff she left behind."
One of Annie's four part-time staff, Linda Woof, said: "Annie loved her shop. It was her life."
She said they would be running the business down until the family decided what to do with it.
"We're doing what Annie would want us to do," said Linda. "It's been very busy and all her customers and friends are being wonderful."
Anna Fox, friend and colleague, said: "I speak on behalf of the staff at Tizzies. Annie was a sincere, open, vivacious, fun person. We all enjoyed working for her and the customers found a superb businesswoman who had flair in choosing the right clothes for them. So many have become good friends and the shop is quite a social meeting place.
"The love and sympathy towards the staff from so many people has been amazing. We have lost a true friend and will remember her with great affection."
Jim Preece, of Sapey Golf Club, paid tribute to Annie's husband, John, a club member for about 15 years and captain in 1996.
He said: "John was a great friend and a very good sportsman, having played a lot of rugby. When he was captain, he was a captain with a difference. He will be badly missed."
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