People should turn their sentimental feelings and sadness about the loss of Trimingham's into a positive by buying Bermuda, according to TESS Group fashion director Julia Currelly.

The TESS Group includes The English Sports Shop, Lusso, Cecile and Boutique CC and Ms Currelly is keen to alert residents and visitors to the choice of merchandise provided by local retailers.

Ms Currelly said little exposure has been given to the extent to which local retailers can offer high quality items at good value.

"People don't understand how hard the retailers are trying to provide products everyone is looking for at the right prices," she said.

She said a lot of negativity has been expressed in the community about the lack of choice following the closure of Trimingham's and Smith's.

"I don't think this gives enough justice to how much retailers have tried to fill that void. People would be surprised at what is available locally if they explored places they have not been to."

To enhance the current campaign, Shop, Explore, Then Shop Some More, Ms Currelly suggests the Buy Bermuda initiative should focus on a product-driven campaign.

"The Chamber of Commerce has done a fantastic job with the campaign but there needs a lot more other voices out there supporting it.

"I feel the community at large needs to give the retailers in Bermuda more credit and more of a chance."

Ms Currelly said there needs to be an awareness that if locals continue to shop overseas and shop online to the degree they are doing Bermuda could to lose another local store like Trimingham's.

She also said residents can avoid spending money on shipping costs and paying duty by getting behind the Buy Bermuda campaign.

The Retail Sales Index disclosed that in June residents returning to the island from trips declared $4.3 million in purchases.

"Unless the community wants to end up with less and less of a choice they need to start supporting now."

"The more you support the businesses here, the more we will be able to expand our offerings. The offerings have shrunk because there been a decline in shopping locally."

Ms Currelly said with the closure of Trimingham's, local retailers should be seeing an enormous increase in sales and stores are moving to fill the void left by the Front Street icon.