Certainly small, glass-fronted boutiques with pristine white woodwork, swinging signs and bells that ding-a-ling when you walk through the door are meant to be a thing of the past.Well, not in Berkshire – and thank goodness for that.Behind the glamour of the Grand National and Ascot, life with legendary jockey Tony ‘AP’ Mc Coy hasn’t been without hurdles.

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That said, next up this month is an e-commerce site that will enable anyone to buy from the store.

While this will be great for business, it doesn’t seem as though they need it: a constant stream of friends and contacts has kept the store busier than they could have imagined.

Six years later, in 1996, he was on the brink of being crowned Champion Jockey for the first time when he was introduced to Chanelle, then a 20-year-old marketing and finance student, at a race meeting.

Chanelle was no doormat – she walked out on him several times – but to understand why she ultimately stuck by AP, you have to understand his then tortured psyche, and her remarkable capacity to help him overcome his demons.'I could see where the madness was coming from, and I knew that underneath it, he was fundamentally a good person, but I also knew that he was never going to make me happy until he could be happy in himself.’Being AP reveals its subject to be down-to-earth, humble and courteous, but also intense – AP compares his compulsion to win races to a drug addiction and rarely pauses to bask in his moments of glory.

The build-up to that decision forms the thrust of Being AP – and there is no disguising Chanelle’s relief when he finally makes the announcement.

Still, she did not underestimate the adjustment it would mean for all of them.Chanelle is the extrovert in their partnership, who enjoys toasting his wins with a glass of champagne (he doesn’t drink) and has the knack of producing just the right quip or timely word of encouragement to lighten his dark moods.AP has seen fellow jockeys seriously injured and even killed, but, says Chanelle, ‘He would never think, when he gets on a horse, “What if I fall?Mima and Emma are hands-on managing the shop, while Laura, an art curator, does a lot of the buying (and has cleverly sourced a selection of Natasha Law prints that hang behind the till point, which are also for sale).It helps that they are all impeccably well-connected: Chanelle guarantees an interest from the affluent racing crowd, Hilary can spread word among Berkshire-based City commuters and Laura’s involvement means that one of the country’s most stylish women is already a regular customer.Broken bones and punctured lungs are always fixable; head injuries and paralysis are not.’ Back in 2002, when their relationship was still occasionally turbulent, but they each recognised that they wanted to spend the rest of their lives together, Chanelle suggested they went for a fertility check.