Sally Robinson, 48, has set-up Mrs Robinson’s Store, in Rowlands Road, after spotting a gap in the market for design-led gifts.
She initially had a shortlist of three towns: Worthing, Horsham and Brighton, but chose the former after suppliers advised her the market was overloaded in the others.
The store had its official opening on November 9, with Worthing mayor Bob Smytherman doing the honours.
Mrs Robinson said: “I worked in design management for 15 years, so worked with retailers in quite a commercial way.
“The idea to open the shop came about as I felt there was a gap in the market for something which offered design-led products which were affordable.
“I don’t believe there is anything like it in Worthing, but suppliers told me the markets were saturated in Brighton and Horsham.”
Mrs Robinson praised the community spirit in Rowlands Road, which will receive a welcome boost from the shop’s opening.
She said: “I think the mix of business and residential areas means it has a neighbourhood feel.
“The street has a good footfall, with people walking in to town after parking for free nearby,
“I looked at Warwick Street and few other places but it is a nice sized unit for us here, and there are a few new businesses around.”
West End Traders Association chairperson Diane Guest said the latest opening was positive news, with only a small handful of units now standing empty.
A number of new businesses have opened in recent months, and attendance at association meetings has significantly increased.
She said: “I am really pleased. I have been running my shop for five years now, and it has been a long and slow process, but there is a real community spirit and enthusiasm for the West End now.
“Three meetings ago, it was only me who turned up. At the latest one, 11 attended, and it was a mixture of new and established businesses.”