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Staffordshire Fire & Rescue Service - Preventing, Protecting, Responding

Beige is the New Glam!

Sharron Finch
Firefighter Sharron Finch, left, opens the new Debenhams store in Lichfield with store manager, Sam Zeen

Lichfield firefighter Sharron Finch is swopping her beige uniform and Blue Watch for a glam frock and makeover tomorrow, Thursday, May 16 when she officially opens the city’s new Debenhams department store.

"Sharron has a big heart and thoroughly deserves recognition for her passionate commitment to raising funds for The Fire Fighters Charity." Tim Hyde, Manager of Staffordshire Fire and Rescue Service's Eastern Service Delivery Group.

Sharron, 43, was chosen to cut the red ribbon after Store Manager Sam Zeen heard about her award-winning fundraising activities. Earlier this year Staffordshire Fire and Rescue Service named the retained firefighter its Fundraiser of the Year in its annual MORE awards celebrating the contribution staff, partners and local organisations make to the community.

Mum to two teenagers, Sharron has raised almost £5,000 for The Fire Fighters Charity and hopes her next big fundraiser  – a parachute jump on August 4 – will push her over the £5K milestone.
“It’s a big honour to be asked to open the store, although I was shocked to have been selected,” said Sharron, a retained firefighter at Lichfield Fire Station for the past 11 years. “I am thrilled about having an opportunity to raise awareness of The Fire Fighters Charity which is a cause close to my heart.”  
Sharron chose The Fire Fighters Charity as her cause after using its support services following a personal bereavement. With the help of her station colleagues she has organised car washes, stalls in the city and recycled mobile phone.  She even managed to secure £400 in sponsorship from builders working on the Debenhams development which is opposite the Birmingham Road fire station.

Tim Hyde, Manager of Staffordshire Fire and Rescue’s Eastern Service Delivery Group, said: “We are delighted that Sharron has been chosen by Debenhams to open its new store in Lichfield. Sharron has a big heart and thoroughly deserves recognition for her passionate commitment to raising funds for The Fire Fighters Charity. The charity needs £nine million a year to support current and retired fire service staff and their families in times of need and relies entirely on donations.”

Debenhams is giving Sharron a free makeover at the store before the ceremony, and allowing her to choose a glam outfit suitable for the prestigious occasion.

Anyone wishing to sponsor Sharron can do so via her official Just Giving page at: