The Jurassic Coast, a magnet for sun worshippers when the skies are clear and the sun high, offers a plethora of beach choices.

However, there’s a lesser-known gem that’s often missed by beachgoers, much to the delight of its locals.  Hidden along the East Devon coast is the town of Seaton, sitting quietly between the popular tourist spots of Sidmouth and Lyme Regis.

Nearby, the picturesque village of Beer, with its fishing charm and quaint allure, also draws visitors away from Seaton – which remains a bit of an obscurity. And the locals quite like it that way. 

“People bypass us because they don’t know that we’re even here,” Victoria Moorey from Coastal Craft Collective, just moments from the seafront, divulged. “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.”

Seaton’s residents seem to hold more pride than frustration in their anonymity: “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.”

And indeed, as the mercury climbed during one of the year’s warmest periods, Seaton burst into activity as observed by DevonLive. An array of beach enthusiasts – including sunbathers, swimmers, paddleboarders, and walkers – took advantage of the generous sunshine, packing the extensive pebble beach. 

Victoria pointed out that Seaton’s relative anonymity as a coastal getaway has been a boon, safeguarding the town’s essence and securing economic stability throughout the year.

She admitted Seaton needed investment – but celebrated its resident-led economy that stands unaffected by transient holiday homeowners.

“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.”

Despite the apparent neglect, including the disrepair of the once-frequented Hook and Parrott pub and the delay in renovating the unappealing Fosseway Court, Seaton is observing the revival of its cherished Esplanade.

Progress includes the overhaul of Fosseway Court and erecting a new flat complex amid two existing buildings. Furthermore, there are plans afoot to demolish the decrepit pub, replacing it with sleek apartments and a restaurant development.

Victoria expressed her positive outlook on the town’s future, saying: “It will improve it because it was a very old 70s eyesore. Walking past, the blocks were a little bit tired. That’s a huge amount of investment coming in and then we’re just waiting for the pub next door to be developed. That will make a massive difference.”

In the charming seaside town of Seaton, the allure goes beyond its scenic beachfront. During our visit, local shopkeepers eagerly shared their love for their community.

Lindsey Macdougall from the Paperchain gift shop gushed: “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.”

A Seaton resident since 1991, Lindsey has seen the town evolve over three decades. Despite the presence of independent shops, she’s observed a trend towards larger retailers, such as Tesco Superstore.

Lindsey commented on the changing commercial landscape: “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.”

In the quaint town of Seaton, traditional businesses like Taste of Devon Butchers stand as pillars of the community. Matt Bowker, who helms the establishment, confirms the supportive nature of locals and visitors, noting they maintain robust trade year-round which surges when tourists flock to the area.

He comments, “It’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.”

“On occasion, you’ll find vacancies among the storefronts that constantly revolve yet we strive to keep our doors open despite the tough times,” he added.

Even amidst economic headwinds, Seaton is experiencing a wave of entrepreneurial spirit with new ventures opening their doors. Lyka Rowlands, who launched Yummy!, an oriental food store, was taken aback by the community’s embrace. 

“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,” said Lyka. “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.”

She also suggested the charming town deserves more limelight and proposed, “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.”

As temperatures soared, Cortona Gelato Lab in the quaint town of Axminster churned out its artisan gelato to the delight of locals. Megan Voysey, a cheerful employee at the shop shared, “It’s probably the smiliest place I’ve ever worked,” attributing the busy spell to the recent warmer weather and the community’s craving for their creamy treat.

Megan voiced her thoughts on Seaton’s drawcard – its seaside proximity, which she calls a “luxury” However, she pointed out the need for more youth-centric attractions despite welcoming the trendy new spot Tide, a seafront bar and cafe. Acknowledging Seaton’s elderly skew in demographics, particularly with many over 70s, Megan nevertheless enjoys the town’s more tranquil side.

With an air of contentment, she observed, “It’s lovely being so close to the sea. It’s such a luxury, I can be there in seconds.”

Expanding on the local entertainment options, or lack thereof, Megan mused, “There could be more going on for young people. It’s good now we’ve got Tide and a few other businesses on the front but there’s not many places to go in the evenings.”

She highlighted the contrast between Seaton and neighbouring tourist hotspots, pointing out, “We don’t get as many people [as Lyme Regis and Sidmouth] which is nice in some ways. It’s a really good community of people who are here all year round, whereas when you go to Lyme, it’s a lot of people who have bought second homes.”

No trip to a British seaside town would be complete without the scent of salt and vinegar wafting from a classic fish and chip shop. In Seaton, Frydays reigns supreme, temptingly located just a short stroll from the surf and sand.

Manager George Anghel, a resident of Seaton, is enthusiastic about the town’s charm, saying: “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.”

He added: “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.”