Store manager Marzena Reeves (right) with Jackie Katjipuka in authentic African costume. Pic: Tony Gay.

Sue Ryder store manager Marzena Reeves (right) kicks off Freedom February with live mannequin Jackie Katjipuka.

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The month-long initiative aims to raise an extra 15% for the charity store in Muswell Hill Broadway over the 29 days of February.

Mrs Reeves explained: “In 29 days we have to create 29 ways to increase the budget. Every day there is something different on offer.”

Last week, Ms Katjipuka set up in the shop window modelling traditional African dress, whilst French guitarist Gautier Lours played to customers inside.

Each week the store will run a different theme of offers, with this week’s ‘Think Smart’ theme promising a host of different bargains.

The store has also received a request from London songwriter Steve Somerset who wishes to stage a live radio performance in the shop during the month.

Mrs Reeves added: “Not everyday does somebody come to the shop and say ‘I love the idea and I’m going to go live on radio in your shop’. I’m very proud and excited.”