With a huge beach, independent shops and a strong community spirit, the town is a real hidden gem that has been overlooked by visitors
Tucked away on the Jurassic Coast lies Seaton is a hidden gem between the bustling beach towns of Sidmouth and Lyme Regis. Here, Seaton maintains its charm quietly, while tourists often overlook this quaint East Devon seaside town in favour of its popular neighbours.
Victoria Moorey from Coastal Craft Collective highlighted the town’s understated presence, saying: “People bypass us because they don’t know that we’re even here. Seaton struggles for attention, despite its warm community and independent spirit, overshadowed by its well-known counterparts, locals say.
“Sidmouth’s on the map, Lyme’s on the map and nobody knows about little Seaton in the middle. It is a hidden gem. We’re all independent businesses, we’ve got so much that goes on.
“We get accused of being a tiny town but that’s the thing, we are a small town with a huge beach, a great community and a big heart.”
On a hot day, while its beach may be pebbled, Seaton is often bursting with vibrant holiday activities, with sunbathers, swimmers, paddleboarders and to soak up the weather, out in force, reports Devon Live.
Victoria says being a less-popular seaside spot has allowed Seaton to avoid the influx of second homeowners and maintain a robust local economy throughout the year.
She said: “It’s a working town with visitors. It’s nice and quiet but gets busier in the summer. We’re not a town that closes down. We stay open all year round. We’re not subject to loads of second homeowners like a lot of Devon towns are so it stays the same all year round.”
In Seaton, it’s not just about the beach as the heart of the town also has its own charm. The traders are full of praise for their area, including Lindsey Macdougall from Paperchain gift shop, who said: “It’s a very friendly town, everybody knows everybody. It takes a while to come to work in the morning when you have a little gossip here and there.
“We’re a bit like Marmite; you either love us or you hate us. There’s not the big shops, it’s a very quiet town but it’s a very sociable town.”
She shared how the arrival of larger chains, like the Tesco Superstore, has subtly reshaped the trading landscape despite the presence of various independent establishments.
Lindsey added: “With bigger shops coming in, the trade has gone towards one side so it’s had a little bit of an impact because there used to be all the banks, dry cleaners, fruit and veg shops, butchers. But there are a lot of shops opening up.”
Around the corner, Matt Bowker of Taste of Devon Butchers maintains that they receive strong support from both locals and tourists despite some businesses struggling with the cost of living crisis.
He said: t’s a lovely place to live, people are friendly, there’s a good community spirit. We get a nice local trade throughout the whole year and then when the tourists and holidaymakers come down, it does pick up for us. It’s amazing footfall, especially when the sun’s shining.
“There are a few shops around that are vacant at the moment and they keep swapping and changing but generally we’re keeping things open. It is hard times.”
Despite economic challenges, Seaton has seen new ventures cropping up, with Lyka Rowlands expressing her surprise at the warm reception her food store Yummy! received upon opening.
She said: “I was surprised because it’s an oriental store and you don’t really find them in small towns so opening here, we’ve had people welcome us. Even if they don’t buy anything, they just say things like ‘we’re so happy you opened here’. It’s so sweet. It’s a close-knit community.
“We need to encourage more people to come here, advertising Seaton. We need to push more on that. The street needs flowers and things like that to make it more vibrant.”
It wouldn’t be a seaside town without a fish and chip shop. Frydays, a firm favourite with Seaton’s beachgoers, is conveniently situated just a short stroll from the shore.
Manager George Anghel said: “When you drive to the town, it’s like you are entering the sea. It’s a beautiful view. I like being on the coast because I like to walk, I like to cycle.”
Despite the charms of Seaton, George recognised that other places along the Jurassic Coast draw more visitors.
He said: “In my opinion, in Sidmouth, Lyme Regis, Exmouth, there’s more people than here because they have more facilities there. More hotels, more restaurants, more everything. This is a quieter town but the beach is amazing.”