Anja Petitto left London in 2018 intending to open a record shop wherever she settled, and chose St Leonards on Sea after research into sunlight hours and a nudge from friends; the coronavirus lockdown delayed her plans but gave her time to plan the shop properly before opening. Tough Love now trades from London Road after an earlier spell at a different address nearby, stocking vinyl, CDs and cassettes with a declared strength in rock, metal, stoner rock and heavy psych, alongside a broader general selection. The shop also carries art prints, rock T-shirts, specialist coffee and gift cards, and Anja runs it single-handed behind the counter, drawing on years spent collecting records, DJing and working in music retail before the move south. The name reflects a direct character that comes from a place of care rather than harshness.
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