Anita sales manager – Serina Hickton


Anita relies on its sales managers to give personal attention to each of its customers, making sure that each and every one of them are looked after wherever they are and however remote they may be.  Serina Hickton has been with Anita for the last five years and is the area sales manager for the North of England travelling as far north as The Isle of Man.

Anita caught up with her last week to see what a typical day is like on the road for her.


Anita: So tell us how the day begins for you Serina?

Serina : “My alarm sounded at 5.30am and I was up, showered and on the road for 6.30am on my way to Dignity Wigs in Charnock Richard, Chorley in Lancashire. The journey normally takes about 2.5 hrs from my home in York and although my appointment was not until 10am I wanted to leave myself plenty of time in case the M62 had its usual heavy congestion.  I arrived at 8.55am and so sat in my car and answered  a few e-mails while I waited.


Dignity Wigs is run by Karen and Bev and they offer a personalised wig fitting and styling service along with a specialist bra fitting service for ladies who have undergone any type of breast surgery. The purpose of the meeting was to view the new 2018 swimwear as they are launching a new website.


Karen pre-warned me that they would not be ordering today as she still needed to do some work on the website but wanted to see the ranges and write down their favourites so that they could discuss their needs and order at a later date.”


Anita: What were their favourite pieces from the Anita Care Swim collection?

Serina: “They loved the sun drops and the maritime collections”.


Anita care Maritime Collection

Anita care swimsuits for post mastectomy wear


Anita care Sun Drops Collection

Post mastectomy beachwear from Anita care



Anita: That’s great, we love those too. What about Rosa Faia, any choices from there?

Serina: Yes absolutely, they loved the Island Hopping Collection and the Tropical Vibes.


Rosa Faia Mix & Match: Tropical Vibes Collection 

Tropical flower print in many colours and different tops and bottom styles



I have told Karen to let me know when she is ready and we will arrange to meet up again and I can then go through the lingerie with her. It is the continuity styles that she is interested in and so there is no great rush to view them at the present.


Rosa Faia Mix & Match: Island Hopping Collection

Uni coloured beach styles for mix and match in neon colours



Anita: What did you have planned for the afternoon?

Serina: I then set off on the M6 for a 40 minute journey to Alterincham where I also had an appointment at Betty and Belle at 1pm to show Geraldine and the girls the care swim. We had gone through the lingerie on a previous visit and Geraldine had declined to see the swimwear but having  heard good feedback about the range now wanted to see for herself. I stopped in Altrincham for a quick snack and coffee and then made my way to Betty and Belle’s.


We went through the swimwear and I was thrilled when Geraldine picked out her favourites after which we went through the lingerie range together and looked at where there were any gaps and to see whether there was anything we should add in.  We agreed on a few styles and Geraldine said she would discuss it all with her husband and business partner and then come back to me with the order.


Anita: Have there been any bras that stood out this year for the store?

Serina: Yes, she has taken in the Lupina 5628 this year and it has been very successful especially for ladies who are full in the bust but have sloping shoulders. The straps stay firmly in place whilst the bra gives a great shape.


Rosa Faia: Big Cup Bra Lupina 

Rosa Faia bra Lupina for big breasts available up to cup size J


Anita:  That’s great to hear, Lupina has been a best seller since its launch so we are glad that it’s working well for Betty and Belle.  So was that your day finished?

Serina: Not quite… it was about 3pm so I set off on my journey home answering a couple of phone calls about various enquiries on the way. One was about a health and well-being day coming up in October which I am excited to be part of. I got in about 5.15pm and then sat with a coffee and went through the main brochures for an e-tailor starring the best sellers for her etc. in order to post out the following day.

I then checked my e-mails and and when satisfied that everyone had been answered I turned my lap top of and called it a day. So there you have it, a typical day in the life of an area sales manager!

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