Paprika Gifts is an independent retail store based in the Wiltshire market town of Chippenham. Located in the Borough Parade shopping centre just off the high street, it rubs shoulders with some well-known retail brands – Waitrose, Argos, The Body Shop, WHSmith and Boots to name a few. For owner Anne Anderson, who has a second smaller store on Chelsea Road in nearby Bath, this represents both a challenge and an opportunity.